Fireman’s Brew

8th Twitter Craft Brewery Ranking, Previously Ranked 630th

Challenge

Fireman’s Brew was created by two Los Angeles-based firefighters who saw an opportunity to create thirst-quenching beer, coffee and soda while philanthropically contributing to the National Fallen Firefi ghters Association by donating a portion of sales. The humble start-up needed to build brand awareness, increase sales and build relationships with new retail accounts on a beer budget.

Solution

A social media centric marketing/pr strategy. Fireman’s Brew tapped Fifty & Five to implement systematic outreach to key influencers within the craft beer industry via Twitter. Focusing on the Southern California region, Fifty & Five engaged journalists and bloggers through targeted tweets. As local brand awareness quickly gained momentum, outreach shifted to developing a national presence, with the goal of becoming a household name within the tightly-knit, craft beer community.

Results

Media coverage garnered on major news outlets including: CBS, Los Angeles Times, Draft Magazine and Fox TV.


The brewery’s production has grown twenty-fold since its beginnings.


Distribution now includes major national retailers: Ralph’s, Cost Plus World Market, Whole Foods Total Wine and BevMo.


Fireman’s Brew rose from a ranking of 630 out of craft breweries on Twitter to 8th within the fi rst year.

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