Taking a two phased approach, Greenpoint delivered a campaign strategy to position the brand as a major player in the Australian craft beer sense while driving growth for their venues and core range. 

During phase 1, achievements included cementing Brouhaha as the beer of the Sunshine Coast, to ensure Brouhaha became known in its region and the wider State of Queensland, before we aimed to expand awareness on a national level. This meant focusing on the local brand narrative and media outlets, increasing community engagement and user/influencer generated content online and launching their second brewery across earned and owned channels.

Moving into phase 2, we leveraged campaign momentum into expanding awareness on a national scale. Greenpoint devised an interstate brand partnership with celebrity chef Simon Toohey (Victorian based) to create a new and unique no-waste pastry beer: Baked and Wasted – a delicious sour that used leftover bakery goods from a local Sunshine Coast bakery to create a no-waste craft special. The beer was then taken on a roadshow across the country, exclusively appearing at every Great Australian Beer SpecTAPular Festival in Brisbane, Sydney and Melbourne, leading to multiple interstate venues enquiring to range Baked & Wasted, as well as Brouhaha’s core range.