Case Study:
Seventh Son Brewing, Getaway Brewing & Antiques on High
The Situation:
Seventh Son Brewing first produced beers from a single location in Columbus’s historic Italian Village back in April 2013.
Since then, Seventh Son has crafted more than 225 different beers and earned the designation of Columbus’s best brewery by 614 Magazine, Columbus Alive, and Columbus Underground readers. Its beers are available in bars, restaurants, and grocery stores throughout the state of Ohio.
This success prompted Seventh Son to open two sister breweries. Antiques on High first opened in the Brewery District in 2018.
Getaway Brewing opened in Dublin’s Bridge Park in 2021.
Irvin PR’s task was to distinguish Getaway from a saturated craft beer market and position Seventh Son and Antiques on High and Getaway as unique in a market with hundreds of new competitors.
What We Did:
In the first six months of our partnership, Irvin PR went on a deep dive for story ideas that weren’t being told in the craft beer, food, and business spaces. We uncovered things that didn’t seem like a big deal to Seventh Son but were genially different than any other competitor in the market.
- We developed a pitch on women owned breweries in honor of Women’s History Month.
- We used a 30-year-old beer can to get Getaway staff on the market’s #1 rated morning radio show.
- We pushed a first of its kind charcuterie vending machine to food reporters.
- We helped promote first ever ROSHAMBO and Dublin Cocktail Classic tournaments.
Our community relations efforts targeted the Dublin Homeowners Association, providing the group leaders with an invitation and special offer to enjoy the space during the holidays.
We also tapped into Experience Columbus (EC), which led to community outreach opportunities.
- Our media activation called Trivia Tuesday for Getaway Brewing to leverage World Bartender Day.
- Our networking event hosted EC’s Certified Tourism Ambassadors at Getaway.
- Our information and gift cards were available for EC’s Influencer & Travel Writer Welcome Bags.
Our Influencer collaboration promoted the Getaway Van Experience that connects all three breweries in a single experience.
All work connected people back to Seventh Son properties, websites, and social media channels.
Results:
In the first six months, the three breweries obtained 80 traditional media placements on the local, regional, and national level. Data from Muck Rack found 81 million unique monthly visitors, $750k in ad value equivalency, and more than $2 million in publicity value.
In addition to a national media placement with Forbes, the brewery received coverage from all four TV stations in Columbus, regional coverage from Pittsburgh Post-Gazette; and on Columbus’s number one rated morning show, 97.9’s Dave & Jimmy in the Morning.
Our Influencer work reached more than 16k impressions and 80 new visitors to Getaway’s Instagram account.
This work also connected to larger digital marketing efforts. The top backlinks for the client websites were earned media stories. Web user, session, and visitors from Dublin all increased, as did domain authority and ranking keywords.