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weBEERnar
When 21st Amendment decided to release their craft beer in a
can to the larger Bay area, they wanted to generate media coverage. The
only problem: most Bay Area media had already covered their entry into
the San Francisco market a few months before.
Working through Campbell
Consulting, grassrootsPR planned a “weBEERnar” hosted by the owners
of 21st Amendment Brewery. We invited
beer writers and bloggers to log in to an online press conference
to discuss the merits of cans vs. bottles. To encourage participation,
we shipped them samples of 21st Amendment’s “Brew Free or Die!” IPA and
“Hell or High Watermelon” wheat beer, which we all cracked open
together, at beer-thirty. More than a dozen top beer bloggers and
writers logged in to learn about 21st Amendment's craft beer in a can,
resulting in articles by Brewerman, Draftmag and The
Brew Lounge.
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