Case Study: Genesee Brewing Company drives premium growth with Truth Collective's AleBlazers campaign

Genesee Brewing Company grows sales 18% with Truth Collective

The Genesee Brewing Company faced the challenge of standing out in a crowded beer market and expanding the reach of its flagship Genesee Cream Ale beyond its core regional base, despite having a limited marketing budget. They partnered with the vendor Truth Collective to reposition the brand from a regional mainstay to a premium, go-to beer across the Eastern U.S.

Truth Collective implemented a solution by becoming a media publisher instead of a traditional advertiser. They created the "Aleblazers" campaign, which connected the beer with original local creators in six expansion markets. The solution involved producing and publishing video features, social content, and a zine called Mash'd. The results included an 18% sales growth in core regions, an 8% growth in new markets, a 40x increase in engagement, and over 1 million video plays.

Genesee Brewing Company