Tag Archives: beer

Courtesy: Goose Island Beer Company

Goose Island Beer Company is celebrating a milestone. On 3/12, they rolled out 312 Urban Wheat Ale in cans. They look GREAT!

312 is the company’s signature beer. It’s been promoted by everyone from… well… us… to the President. Yeah… of the United States.

We’ve done a couple of videos surrounding 312, but the one that stands out is 312 Events. Company leaders had us running around (literally in some cases) all over Chicago to 312 sponsored events. They wanted a video to show wholesalers and retailers how passionate and excited they are about the brand.

You see… passion and enthusiasm are catchy. The folks at Goose Island understand this, and they also understand that video is a great way to demonstrate those emotions.

What are you passionate about at your company? Where’s that video?

–Tony Gnau

I hope your business is like ours. We have some amazing clients, and just when we feel like we know it all… we’re pretty sharp… one of them teaches us something new.

We share a lot of those stories here, but some of them we single out at our newsletter (newsletter signup). We’re starting an ambitious new project tomorrow that involves sharing some of our clients’ stories through a series of newsletter videos.

Why they use video, how they use it, target audiences… it’s all up for discussion and you’ll hear about it in their own words.

We’re constantly amazed at some of the creative ways our clients are using video, so our hope is that you pick up some good ideas along the way.

First up… Goose Island Beer Company’s Chief Operating Officer. He’s part of the talented team that has led to the craft beer company to new heights. How high? Anheuser-Busch bought them last year for nearly $40 million.

Sound like they might have something to offer?

–Tony Gnau

I was excited to see an article at chicagotribune.com yesterday about Goose Island Beer Company’s expansion. Their success appears to be sudsing over, and it’s no wonder… they have a great product and a terrific marketing team.

We’ve been privileged to work with them on several occasions (T60-Goose Island Videos), but I always go back to our first meeting when thinking about their creativity.

The majority of video work we do these days is bound for the web, so when I first met with the Goose Island team I was surprised to find out they wanted videos for nine beers and none of them were for the company website.

Those videos have since landed there… why not, right?… but their original audiences were wholesalers and retailers. Their marketing strategy was to send these people videos about their beers so they would be better educated about the products. The marketing team figured wholesalers have to sell Goose Island to retailers… retailers have to sell Goose Island to the public… so why not make sure both groups know a little something about the beers to help those sales pitches.

That was a few years ago.  Now they’re bursting at the seams and looking for more space. Sounds like there’s been barely enough time to relax and have a beer, but I guess when beer is your business that’s probably not the case.

–Tony Gnau

T60 VIDEOS: Goose Island Beer Company