The Brand
Hawke’s Brewing Co. Case Study
The Media Owner
ACM
Background
Launching in 2017, Hawkes Brewing Co. made a name for itself and achieved full east coast distribution in bottle shops and licensed venues. But it was time for Hawke’s to scale up by finding new audiences in new territories.
The Challenge
The beer category uses a very ‘same same’ channel strategy of TV, digital and OOH, and the number one association was sport.
The Objective
Find ‘untouched’ beer drinkers in new fertile markets to help grow the Hawke’s brand and drive sales (whilst aligning with their ‘One for The Country’ proposition).
The Audience
Premium beer drinkers aged 30 to 60.
The Solution
A 6 month partnership across the ACM’s national footprint, leveraging the power of newspapers with a mix of half and quarter page formats.
The Results
Whilst the Australian beer category went back 0.1% and premium beer declined 11%, Hawke’s Brewing Co. achieved a 16% sales increase within the ACM footprint. This is against a backdrop of no previous regional advertising support!
The Investment The Timing
$350,000 – 6 month partnership. Dec 2022 – May 2023.
