The growth and popularity of craft beer today overshadows the fact that the industry is still in its early years. New beer releases are often met with fanfare among “beer geeks” anxious to try something new, but rarely do they rate a media unveiling or a community event.
That is, unless, you have a seasoned public relations and marketing professional – a rarity in the craft beer world.
Rolling out a special new beer should be much like introducing any new product, but most breweries don’t have specialists to adequately tell their story. Most rely on staff members that are multi-tasked to handle everything from booking food trucks and organizing game nights to promoting special events on Facebook and Twitter. Most don’t have a clue about how to communicate effectively or create community relationship that are mutually beneficial.
Having an experienced pro makes a difference in generating positive publicity, gaining community acceptance, cultivating goodwill and doing good.
Christine Canepa Beggs went to work at Hangar 24 in Redlands last fall, and before long the brewery hosted media and community leaders for the launch of the brewery’s new Chocolate Bomber chocolate porter. As any good PR person would do, she left the spotlight for Hangar 24 owner Ben Cook, who introduced the full-bodied porter as it was served with vanilla ice cream and chocolate bars.
Cook explained that the Chocolate Bomber name is in honor of American pilots that airdropped packages into Berlin after World War II. The story tied perfectly for the true reason for the unveiling event, and that was to showcase Hangar 24’s partnership with Food For The Hungry, an organization that delivers food rations and non-food items to people struggling with lives of poverty in South Sudan.
For every purchase of a six-pack, 22 oz. bottle or two draft pints of Chocolate Bomber since last November, the brewery is providing a meal for someone in South Sudan.
For more information about the program, visit the Hangar 24 website.
Cheers to Cook, Beggs and all of Hangar 24 for a really good beer and even better commitment to making the world a better place.