Creative marketing and sales techniques from and for indie breweries have been finding their way into homes, phones and internet haunts. There are lots of different avenues a beer business can take here.
The New York State Brewers Association’s Virtual Tasting Experience brought the beer fest to your home. Beer was shipped to passholders for tastings while allowing participants in on exclusive Zoom calls with brewers and brewery owners. Genius. Then, you have breweries like San Diego’s Mason Ale Works that are pivoting ferociously into direct-to-consumer online sales with a savvy social media push. Essential.
Brewery resources have moved online as well. The Craft Beer Professionals announced Beers To Peers, the industry’s first virtual tasting and rating event, providing breweries with feedback from their peers. Of course, exactly one zillion online educational sessions have been released since the pandemic began to help brewers and beer pros do better business during the continued crazy.
Here comes another cool online interactive marketing moment from Ninkasi Brewing Co., based in Eugene, Ore. Over the last few weeks, Ninkasi Brewing has been releasing these fun At-Home Sports Challenges for drinkers, hosted by Coach Nelson, pushing customers to upload similar videos while promoting the launch of its Juicy Domination brand now being distributed in six-packs. The challenge has consisted of four events over the last four weeks, and the top three competitors will win sweet prizes (like hundreds of dollars in swag).
Maybe ask yourself
How many recycle balls can you sink into a waste basket in 30 seconds from about 6 ft away?
What’s the coolest way you can sink a ping pong (or similar) ball into a pint glass from at least 10 feet from the glass? This event is all about style points, which will be awarded by the Coach himself.
How quickly can you knock down five empty beer cans using nothing but cotton swabs and a straw to propel them?
How many paper footballs can you make through the uprights in 30 seconds from about 6 ft away?
Kudos to Ninkasi for a clever promotional technique (plus, Coach Nelson is the best). To spread the word, the brewery is asking challengers to post videos to Instagram using #juicydominationsports or upload them directly at ninkasibrewing.com/juicydominationsports by November 1st at 11:59 pm PST. Prizes will be announced the next day.