FOURPURE BREWING CO: LAUNCHING BASECAMP WAS PITCHER PERFECT
- Campaign reach in excess of 269 million across consumer and trade media, with 94% of coverage appearing in top tier titles.
- Secured one to one press briefings with key trade and consumer media, including The Grocer, Foodism, Imbibe and Original Gravity Magazine.
- Featured as ‘Bar of the Week’ in London’s most read free weekly magazine – Time Out.
Following an investment into branding and hospitality, Fourpure was set to launch its brand-new taproom – Basecamp. Still set on Bermondsey’s renowned Beer Mile, this new taproom now boasts a 400-strong capacity, bespoke horseshoe bar with an impressive 43 taps, reception room, brewery shop, meeting areas and live music space. As part of the brewery’s broader marketing strategy, the new space is positioned to enhance the customer experience and engage with fans in situ.
To support the launch of the taproom, our priority was to conduct a strong London-centric consumer media campaign to encourage people along to the opening evening and ultimately raise awareness for the taproom as a destination for Londoners and craft beer fanatics. To do this, we drafted a consumer-friendly press release that was sold into London listings media for ‘What’s On’ sections and invited media along on the night. Alongside this, we also drafted a trade facing press release for the key grocery, retail and drinks trade publications, making them aware of the new space too – offering them a first look at the venue and a briefing with the head of marketing at Fourpure.
The consumer sell-in saw us achieve coverage reaching an audience of over 269 million in titles including Foodism, Londonist and Drink Up London – with half a dozen pieces appearing in London’s most-read free weekly magazine, Time Out. The magazine also featured the new taproom as ‘Bar of the Week’ in its print magazine – which was an impressive half-page of editorial coverage saying, ‘it’s a cathedral to the brewed stuff’.
Alongside the consumer campaign, we also achieved a mixture of online and print coverage with the trade media, featuring in The Morning Advertiser, Beer Today and Imbibe, whose headline was ‘Fourpure opens biggest taproom in London’. Not only did we achieve this high-quality coverage, but we also secured one to one press briefings on the opening day of the taproom with The Grocer, Foodism, Imbibe and Original Gravity.
Commenting on the launch campaign, Adrian Lugg, head of marketing at Fourpure, said: “This was a major investment for us, and we needed the PR support from Storm behind it in order to make it as much of a success as possible. The results from this campaign are incredibly valuable to us and achieving six pieces in Time Out alone is extremely impressive and right where we want to be seen. The cherry on top of the cake for us was to be featured as Time Out’s ‘Bar of the Week’ – it’s a brilliant piece of coverage for us and shines a light on all the hard work the team here has put into getting this new taproom absolutely right.”