Brouhaha rebrands and expands

Off the back of recent rebranding work and with exciting plans to launch their second brewery to increase production capacity by 500%, Brouhaha engaged Greenpoint for strategic brand profiling and positioning initiatives, as well as venue and product specific communications to raise national awareness and further engage and grow their online presence.

01 – What we did
– Strategy
– Public Relations
– Content Marketing
– Influencer Marketing
– Brand Partnership & Activation
– Video Production

Working with Head Brewer & CEO and the Marketing Manager, Greenpoint developed an integrated campaign across multiple channels starting with launching the new venue, a mini campaign for their best selling Strawberry Rhubarb Sour in the lead up to the GABS Hottest 100 vote, Highlighting their focus on sustainability, having developed Australia’s first fully recycled plastic can carrier we drove mainstream and industry appeal, moving into a national brand partnership and a specialty brew developed with a celebrity chef.

Brouhaha socials under the Greenpoint influence
02 – As seen in
03 – Outcomes

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.

Campaign Metrics:
  • 89 Articles Achieved
  • 9,174,087 Online Reach
  • 794,935 Print Readership
  • 483,003 Social Media Reach
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