Scottish craft beer trailblazer, BrewDog, had garnered huge success across the globe, thanks to its crusade to make people as passionate about great craft beer as they are. BrewDog officially arrived in Australia in late 2019, with the launch of its brand-new tap room and state of the art brewery in Brisbane.
Brief.
Example was engaged to provide public relations support for the launch of BrewDog in Australia, driving local and national coverage as doors opened to the DogTap Brisbane. Having already amassed an incredible army of ‘BrewDog punks’ around the world, it was vital that BrewDog built a clear message and purpose for the brand down under.
Solution.
To launch DogTap, Example executed a strategic and fast-paced two-month launch campaign. This involved targeted announcements, brewery tours, interviews with founder Martin Dickie, a launch party for beer geeks and media alike, an interstate media famil and government liaison - all nicely working together to establish the taproom as one of the hottest new openings of the summer and firmly laying the foundations for BrewDog’s future expansion into the Australian market.
