It’s been a while since I’ve thought/cared about New Belgium Brewing Company. Today I got to thinking, what’s going on with them, anyway? Here starts the rabbit hole I found myself in. It started out with an email from them this week with the “100% Employee-Owned” message front-and-center along with a main story feature on[…]
Before adding a lot of beers under the Voodoo Ranger badge, shouldn’t we understand what Voodoo Ranger is?
I just can’t line up with this series of animated shorts for Voodoo Ranger. What I can agree with is that they started out with a good amount of content rather than building slowly, ‘cause this looks like the kind of campaign that won’t have legs. Perhaps it appeals to a certain drinker, but the[…]
All brands have difficulty lining up with NFL, NBA and any other professional properties, and collegiate as well, when it comes to marketing. It’s all about licensing, and without it you find yourself saying phrases like, “the big game,” etc. This email is fun and doesn’t go too far over the line, even though specific[…]
Timely back-to-school promotion with some education about beer. Recipes, pairings, then a deep-dive into New Belgium’s sours program. This one might have gone a little long, but there was a lot of valuable information. Still not sure why they went away from a legal footer…
The next in a series of summer-themed emails from New Belgium. Fun opener, with a clear focus on cans and travel this month. Partnership with Thrillist to send a lucky fan to Asheville for the 25th anniversary celebration. List of waterfront bars to hit, all of which of course serve New Belgium. I like the[…]
Another good-looking, summer-themed email from New Belgium. Seems to be a pattern of lifestyle interest story, beer, lifestyle interest, merchandise and beer in this one (instead of events in the last). Great imagery (except the globe glasses could have been shot in a more appealing way). And I definitely want to make that burger for[…]
Just a fun collaboration project from New Belgium. Excited to see this one out in the market. Simple promotion, understated, but definitely pulls on your curiosity. “Beer Alerts” is a good call-to-action to get notifications of when the new beer gets to retail close to a zip code.
Good teaser opening – sure, I’d be interested to know how to “chill out with good beer and good vibes all summer long,” who wouldn’t? I like the different categories/topics covered in this email, which some experiential, some merchandising and promotion for upcoming events and the Tour de Fat series.