Positive Press And Promotions Support Introduction Of New Beer

Leinenhugels new apple beer


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.