Marketing idea of the week: Market Garden's 'Beer and the Shot' promotion

Cleveland’s Market Garden Brewery just sent out an email for maybe my personal all-time favorite craft beer promotion. It’s got everything. Let me break it down…

First, the name: “Beer and the Shot.” Simple, effective, timely. As a career pun headline, it put a smile on my face.

Second, the concept itself is great. It is encouraging a public good, while also being part of the celebration of our way out of this pandemic mess (and also adds to their customer email list): “The first 2021 people who bring in their Covid-19 Vaccine Certificate get to enjoy any Market Garden beer for Ten Cents.” If that applies to you, you can sign up here.

Last but not least, what puts it over the top is that 10 cents sale. For the non-Clevelanders out there, 10-Cent Beer Night is an infamous moment in Cleveland sports history, in which the Cleveland Baseball Team, desperate to get fans to see the struggling team in the 1970s, sold beer for 10 cents. Mayhem ensued.