Founders beers are crafted for a chosen few, a small cadre of renegades and rebels who enjoy a beer that pushes the limits of what is commonly accepted as taste.

The Brief

Generate trade leads for Founders’ All Day IPA in both the Off and On trade to help the brand raise its profile and distribution levels in the UK in 2018.

Our Approach

A news release announcing the Marston’s five year distribution deal, as well as flying Founders Brewing Co. founder Mike Stevens over from Michigan to host the UK’s first ever Founders Feast to put the product directly into the hands of its target customers.

The Results

18 pieces of coverage across national, trade and business titles including Daily Mail, This is Money, The Sun, City AM and Propel; 33 confirmed attendees to Founders Feast including big name brands such as Mothership Group, Drake & Morgan, Brewhouse & Kitchen and Sainsbury’s in attendance and three interviews with BBC, Beer Today and MCA.