Thread: Food and Drink 50 Beers to Try Before You Die
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Old 02-27-2012, 12:27 PM   #1301
Bearcat Bearcat is offline
Would an idiot do that?
 
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Quote:
Originally Posted by phisherman View Post
I don't think that Boulevard aggressively marketed Chocolate Ale at all.

Word of mouth did that. I never saw one thing from Boulevard, other than the press release that said they did 3.5x more than they did last year.
Boulevard mentioned that, too...

Quote:
Who are those master marketers? While we would love to take all the credit we’ve received for being savvy marketers, we don’t deserve it. Weeks before the release of the beer, our phones began ringing with inquiries from the local media. As with all media inquiries, we provided access to our key personnel, if they were available, but intentionally tried to downplay the release and delay any reporting. But the media is tough to control – the resulting stories about Chocolate Ale were influenced by last year’s surprising demand and the anticipated demand for this year, not by anything the brewery initiated. Prior to the release, we posted updates about the beer on our social media outlets as we normally do for any upcoming release. That was it—the least expensive, least strategic marketing plan ever conceived.
http://www.boulevard.com/chocolate-ale-update-part-2/
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