The Challenge

SOCIETY drove PR activity in celebrating the Vale Tropical Pale Beer as the ‘World’s Best Pale Beer’, as well as, the opening of the much awaited Vale Taphouse. The challenge was to target both Australia’s beer drinkers who would purchase Vale from their local bottle shop, plus travellers and travel media who would visit the Vale Taphouse venue in McLaren Vale, SA.

The Solution

We used three approaches to tackle the launch of the Vale Taphouse. Using the recent win by Vale for World’s Best Pale Beer, we developed a gifting strategy to target beer influencers. We then built relationships with core drinks media, lining up interviews with the Vale Taphouse brewers ahead of the launch. Finally, we worked with local and travel media to cover the new venue, including developing a plan for famils to ensure ongoing coverage.

The Response

We achieved over 15 pieces of media coverage with a reach of over 150m, lined up 10 famils for the next 3 months with leading travel and drinks media and secured 54 pieces of gifting coverage through gifting, reaching over 779,000 beer enthusiasts.