PR adds spice to Leinenkugel’s seasonal brew launch
Regional craft brewer Leinenkugel’s tapped Buzz Monkeys to launch the brand’s first holiday beer – Leinenkugel’s Apple Spice. PR goals included telling the Leinenkugel family story as part of a publicly owned brand and luring new, aspirational drinkers to the Leinies brand through sampling the new beer.
Working on a budget, Buzz Monkeys capitalized on the new beer’s unique ability to taste great cold or warm. Sampling parties were held in key markets – Chicago, Milwaukee, and Minneapolis/St. Paul – complete with apple bobbing and Apple Spice bean bag toss tournaments. Leinenkugel’s distributors called the launch one of Leinies’ most successful in terms of sales.