Viral Product Launch: Trending on Twitter (ahem, X)
Industry: Beer / CPG
Engagement Type: Innovator & Organizer of Ideas
Timeline: 2009-2012
Company: August Schell Brewing Co.
Challenge:
Launch a new craft beer with just a $10K budget — no paid media, no agency support, and no national brand recognition.
Objective:
To generate outsized regional buzz and sales velocity for a new craft beer launch on a shoestring budget.
Steps Taken:
Built a grassroots launch strategy rooted in community culture.
Activated local influencers before it was an industry norm.
Leveraged cultural influence and brand identity to drive word-of-mouth buzz.
Results:
Top-selling craft beer launch in the Midwest.
Nationally trended on Twitter.
Set the standard for community-driven, culturally resonant launches.