Brew Republic appoints Beta Alliance, part of the Forever Beta Group, to launch its craft beer subscription service following a competitive pitch.
Brew Republic, part of Direct Wines (a market-leading 50-year-old, family-run wine business) brings expertly selected beers from independent breweries from across the world to the people of the UK via a subscription beer club.
Its pitch brief was to find an agency with a shared passion for the product but with the expertise to rapidly bring it to market.
Andy Babbage, Head of Brew Republic said, “In Beta Alliance, we found a rare combination: a lovely team who quickly understood our brand values, how to target the right customer base and deliver growth. The benefits of their approach are clear and we’re excited to see what this first year of working in alliance brings.”
The launch work is a digital campaign that champions independent breweries affected by the pandemic with targeted content promoting the beers of the craft revolution that gave rise to Brew Republic. The campaign highlights the relationship the new subscription service has with independent brewers, ensuring audiences know they are getting an authentic product.
The work has been designed to use media performance and insight to optimise the creative and media in close to real-time in order to deliver sales in the most effective way possible. Consumer data was used to build target audiences, while the same data will inform the ongoing development of assets going forward, speaking directly to beer fans’ specific need states.
Beta Alliance’s Executive Director Jack Simcock said, “We are a team of data strategists, creative producers and media performance analysts who understand what it takes to build brands and deliver bottom lines results at the same time. We’re delighted that Brew Republic recognised the unique value we can bring and, as the sales start to flood in, it’s been a brilliant start. “
Source: Beta Alliance
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