Redhook Brewery

Social Media

Getting back to the roots of Redhook

Before craft beer was a thing, they were brewing their flagship ESB from a Ballard transmission shop “micro-brewery.” Before Ballard became the craft beer capital of Seattle, it was a gritty blue-collar hub — fishermen, dock workers, and rail hands grinding it out on the Puget Sound. Redhook was born in that tough-as-nails neighborhood with the same spirit: Innovate, hustle, and reward a hard day's work with a beer that actually tastes like something. But as Seattle changed, so did the fortunes of Redhook. Bought and sold and lost in a sea of tech workers and craft IPA hazy madness. Could there be an opportunity to reawaken and reintroduce a classic regional beer, at a great value, and that reminds people of the values of the PNW? Social would be the starting place to rebuild our community.

Data

We started off with a research project designed to uncover the next generation Redhook drinker. Online surveys and focus groups asked questions ranging from drinking habits to leisure time, and what they know and think about Redhook. We needed to identify what people might get behind if Redhook started showing up again. We spoke with blue-collar and white-collars, urban and suburban, tech and trades, parents and singles. The common ground was a love for the values of the PNW, the outdoors, honest work, regional pride and a beer they could rely on. Sure, they crave variety, but a good, solid go-to at a great price was an unmet need. We workshopped and built out a messaging framework with our clients and their sales team to guide us on our collective mission.

Creative

Armed with insights and new potential audiences, we set out to re-establish our foundation as a hard-working beer for hard working people. With a line of high ABV (8-9%) Big Ballard IPAs delivering bang for the buck, combined with easy drinking classics like ESB and Long Hammer IPA, beers our audience grew up with, we were ready to engage. For starters, we needed more friends. Yes, more followers, but real people who would get involved with us. Like-minded local businesses and brands, old loyalists and curious friends who love a good comeback story. We needed to do something to get people talking with us. Free beer was a great place to start. First, we introduced “Redhook Hookups,” rewarding hard working people with the hardest working beer in the fridge. We dropped hand trucks full of beer to local shops, garages, docks and any other crew our social community told us deserved a “Hookup.” We chose from those submitted in comments, documented the drop, and filled their work fridges with Redhook, as well as a bunch of swag. Word is getting out and people want their hook-ups!

But, all work and no play makes Jack a dull 21+ dude. Our lifestyle content focuses on the things salty PNW people do after the whistle blows. Fishing, camping, hunting and sports, sports, sports. We let our talent run with this content as well, even creating a side IG account @captainandoneill where a couple of fans embody the spirit of Captain Ballard (seen on the cans) and live the Redhook PNW life, posting and tagging us all along. We go where the energy lies when building social communities here at Catalysis. Have a plan, but be ready to deviate.

Results

It’s early in our story with Redhook and parent company Tilray, but follower count is growing, sales are following, and the sales teams are re-energized. Our clients are so pleased with how we’ve exceeded expectations that we’ve been awarded more work to launch five new brands for Tilray under their alternative beverage platform. More to come soon.