Saranac Brewery 2009
Case Study: Saranac Blogger Dinner 10/2009
Objective: To raise awareness and publicity surrounding the 12 Beers of Winter pack using online communities and blogger outreach. By reaching out to top craft beer bloggers, we wanted to have them spread the word about the new products using Social Media channels rather than traditional media publications.
Research and Outreach: Bloggers were selected based on their engagement, quality of content, and location. Romanelli Communications was in charge of researching which bloggers were influencers or experts in craft beer.
Product Launch Event: Selected members of the craft brewing blogger community as well as a small amount of trade media writers throughout the northeast were invited to the F.X. Matt Brewery for an exclusive tour, tasting, and gourmet dinner with beer pairings that highlighted each of the beers in the pack.
Guests were allowed (and encouraged) to bring video recorders or laptops to the event for documentation purposes. They were under no obligation to write or blog favorably about the experience, but we hoped they would give an honest account of the event and their personal impressions of each of the beers.
Click here to read some of the bloggers' reviews and get more details on the event.