Case Study: Brooklyn Brewery boosts Pilsner distribution and sales with Richmond & Towers

Brooklyn Brewery boosts rate of sale 225% with Richmond & Towers

The customer, Brooklyn Brewery, faced the challenge of securing both on and off-trade listings for its new Pilsner within the competitive Premium World Beer category and driving consumer awareness and trial. The vendor, Richmond & Towers, was tasked with helping to achieve these goals.

Richmond & Towers developed a creative campaign that led with a story rather than the product, bringing the energy of Brooklyn to the UK through street art. The activation involved a world-renowned artist creating the first-ever 'beer billboard' in Brixton using Pilsner-infused paint. This was supported by a targeted trade campaign. The results for Brooklyn Brewery were significant, including listings in major retailers like Tesco and Waitrose and 8,000 on-trade distribution points. The campaign also drove a 225% increase in rate of sale and exceeded earned media KPIs by up to 420%.

Brooklyn Brewery