Maintaining the Prestige of the First Barrel-Aged Stout

For the past six years, we've ensured Goose Island's Bourbon County Stout stays at the top of the game.

Overview

As the innovator of the barrel-aged stout category, managing the release of Bourbon County Stout each year is no small task. Our challenge? In a sea of competitors, keep media thirsty for Bourbon County Stout.

Our Solution

Through a multi-pronged PR approach, we released information in several phases: announcement of variants, immersion for select media, a series of virtual tastings elevated through high-end advance media mailers, facts, and stats about the previous year’s line and plenty of 1:1 media time with our spokespeople.

Results

We secured 825 stories with multiple pieces of coverage in top tier outlets like Forbes, USA Today, and Food & Wine. Our efforts resulted in 2.8 billion impressions, yet again surpassing our YOY efforts despite the challenges the pandemic presented.