Case Study
Hawke's Brewing Co.
How ACM quenched Hawke's thirst for growth and increased sales by +16%.
Launched 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.
The beer category uses a very same same channel strategy of TV, digital and outdoor, and the number one category association that brands often look for is sport. But Hawke’s wanted a different approach and needed ACM to help them achieve it.
Audience
Find ‘untouched’ premium beer drinkers aged 30-60 in new fertile markets. Grow the Hawke’s brand and drive sales (whilst aligning with Hawke’s ‘one for The Country’ proposition).
Solution
6 month branding partnership across the ACM footprint, leveraging the power of newspapers with a mix of half (as pictured) and quarter page formats.
Results
Whilst the Australian beer category went backwards 0.1% and premium beer declined 11%, Hawke’s Brewing achieved a 16% sales increase within the ACM footprint. This is against a backdrop of no previous regional advertising support.
Investment
$350,000 – 6 month partnership.
There is untapped potential in regional Australia. If marketers can see past common misconceptions they open up their brand to high growth potential. Hawke’s Brewing Co. CEO Glen Brasington.