Quenching the Thirst for Non-Alcoholic Beverages

CHALLENGE:

Upstreet Craft Brewing, a B-corp Certified craft brewer in PEI launched its first non-alcoholic craft beer Libra in October 2020. It wanted to build buzz and connect with health-conscious consumers to help increase sales and expand its retail presence.

OPPORTUNITY: 

Leverage the sober curious movement, new product launches and celebrity ambassador, Serena Ryder, to change the conversation around socializing without alcohol.

RESULTS:

Built relationships with food and beverage, entertainment, business and mainstream consumer press to build the brand’s profile and show retailers the brand is one to watch. Secured 44+ articles, 157M impressions and $1.4 M equivalent ad value with top tier outlets locally, nationally and in the US. The brand buzz was instrumental in securing new retail partners outside of Atlantic Canada.