VICE Media’s television arm, VICELAND, tapped Golden Road founder Meg Gill for a new documentary series that explores beer’s role in shaping the culture of a community. We were tasked with introducing the show and Golden Road’s brand to mainstream entertainment, lifestyle, wholesalers and trade media.
We announced the show at an industry event, then hosted a NYC preview screening of BEERLAND with an engaging Q&A session and one-on-one interviews with Meg Gill. We then pitched national and local media to tell the BEERLAND story, heading out on a tour for each local premiere to engage media, influencers and fans around Golden Road’s hot new show.
The BEERLAND launch resulted in 107 stories, including eight broadcast segments, garnering a total of 192 million earned impressions. We hosted 36 media outlets at screenings and drove massive awareness for the show, the Vice Media partnership and Golden Road brand. Notable placements include Men’s Journal, USA Today, The New York Times, Metro, Cool Material, Men’s Fitness, Parade, AV Club and more. And good news, season two is on the way.
“Beer is this common thread that brings people together and allows you to talk to anyone, anywhere. Everybody's got a good beer story.”