Case Study: Leinenkugel’s boosts Summer Shandy sales with SOCIALDEVIANT

Leinenkugel's boosts Summer Shandy sales 11% with SOCIALDEVIANT

The customer, Leinenkugel's, was facing a decline in market share for its Summer Shandy beer due to increased competition from other fruit-flavored beers. Their challenge was to develop a program that would drive sales volume during key summer moments. The vendor SOCIALDEVIANT was engaged for strategy development, creative concepting, and production.

SOCIALDEVIANT's solution was to create the #LeinieFriday campaign, which positioned Summer Shandy as the beer for leaving work early to enjoy summer. The campaign included social media content, a branded badge on the Untappd app, and local activations. The results were highly successful, setting new engagement records for the brand and making the #LeinieFriday campaign a recurring marketing tentpole. The measurable impact included an 11% sales lift for Shandy and the branded badge becoming one of the most successful on the Untappd app.

Leinenkugel's