Launching a revered global brewery Down Under
In 2017 Goose Island, one of the world’s pioneering craft breweries, chose us to help the brand land smoothly in the local market.
Launching a major global beer brand into a hyper-localised and very parochial craft beer market was no mean feat. As strategic partner we advised the Chicago based, AB InBev-owned Goose Island to take a grassroots-first approach to building community: focusing on winning the hearts, minds and tastebuds of those who matter in the industry with the most exciting part of the brewery’s DNA – innovation.
Over a mammoth 9 month campaign spanning PR, social, events, publicity and promotions, we delighted local craft enthusiasts and influencers with our Flock Parties, collaborations with local breweries, exclusive tasting events and access to special products — supported by a high-powered press office working with food, lifestyle and beer publications.
With our deep expertise in future-focused food and beverage brands and our ability to provide strategic direction on the local audience and product landscape, our work with Goose Island was indeed the perfect pairing.
“We brought on Sling & Stone to help us launch the USA’s most revered craft beer brand Goose Island in Australia. Their dedicated team, attention to detail, superior knowledge of local media, and creative flair in the ideation and execution of events have helped us to exceed our targets. They’ve become an extension of our team, and we look forward to a continued partnership.”