Work

NZ Beer Collective

Growing Kiwi Beer in the UK

“We knew the team at Thirst understood what craft beer is, and what it can become, before we even engaged in any work with. They are smart about the modern drinks world, savvy about our place in it, very well connected, and do a whole lot of listening before they come back with ideas. We look forward to a long and fruitful relationship with them.”

Stu McKinlay, Yeastie Boys

New Zealand Beer Collective is an importer and distributor of five New Zealand breweries. It offers a unique proposition from a social media point of view as the main focus is on increasing trade enquiries and building customer awareness of the individual brands to increase demand.

Our first phase of the project was to create a brand identity for the Collective. With NZ hops making Kiwi beer so special and unique, we created a typographic icon that cleverly pays homage to the hop cone.

Our overall goal was to raise awareness of the Collective as the go to place for trade to get New Zealand beer in the UK. We grew the brand’s digital presence through Facebook, Instagram and designed a new website to be the central point of contact for trade online.

We grew the audiences by targeting beer enthusiasts, New Zealand expats and bar, bottle shop and restaurant managers.

184.3%

Increase in Facebook followers

1,097%

Increase in engagement

Growth

Sales, trade enquiries & new business

We worked directly with the Collective’s trade customers to direct consumers toward their venues. In one particular campaign with the group’s online retail partner, Honest Brew, we put custom content in front of a target Facebook and Instagram audience that sold out in less than 24 hours.

Facebook’s ad platform gave us the opportunity to run highly localised adverts around event locations. For example, when the group was at the Leeds International Beer Festival we set targeted everyone within the radius of the event. This result in the stand being one of the highest grossing at the festival.

We built a fully optimised mobile website. Through detailed online ads we directed potential trade customers to the website to make contact with the Collective or to sign up for regular updated stock lists.