WE BUILT AN IMMERSIVE BRAND EXPERIENCE IN EAST LONDON TO RAISE AWARENESS AND DRIVE SALES OF THE GUINNESS OPEN GATE BREWERY RANGE AMONGST BEER LOVERS.

Guinness Open Gate Brewery

Experimental Taproom

89

Pieces of coverage
26M

Coverage reach
3,332

Footfall to the bar, including 40 x press & key trade business contacts
X3

new commercial relationships gained

TELL THE STORY OF THE GUINNESS OPEN GATE BREWERY AND PRODUCT OFFERING TO DRIVE AWARENESS AND ENCOURAGE SALES.

SERVICES
PROVIDED:

Creative campaign planning

Creative direction

Media & influencer strategy

Publicity

Content creation inc. social assets

Experiential design

Experiential & event production

THE BRIEF:

THE RESPONSE:

We launched a month-long experimental taproom in London, inviting beer lovers to enjoy Open Gate Brewery’s most exciting beers. Guests could meet the brewers and enjoy food pairings during weekly workshops.

We designed the taproom to recreate the original brewery, with bold artwork featured throughout, including window and wall vinyl, beer taps, menu board, flights, beer mats, coasters and signage, as well as merch including T-shirts and tote bags. The taproom was promoted via:

Engaging social assets to help drive footfall to the taproom.
50 branded gifts were sent to key media and influencers.
40 media and trade attendees including The Sun, Mirror and Caterer sampled all of the beers on tap, as well street food pairings.
Press release announcing the opening of the taproom. Additional angles were carved up to generate further coverage post-launch, including free Mother Clucker chicken for one evening and a limited edition Guinness Christmas beer.