Quenching the Thirst for Non-Alcoholic Beverages


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.


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


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.