From Old Beer to New Friend
Before
As a regional low-priced lager, Grain Belt was struggling to remain relevant. After decades of being known as the local favorite, the budgets of the big macro beers (Budweiser, Miller and Coors) and enthusiasm for local craft beers was quickly squeezing Grain Belt out of the conversation.
Next
We tapped into the DNA of the brand by embracing its original slogan, The Friendly Beer. We leveraged the welcoming soul of Grain Belt and started doing things in the marketplace that only a friendly beer would do.
Results
Raising pints. And sales.
After years of decline, Grain Belt saw a steady year-over-year increase in sales.
