Chicago-based Goose Island Beer Co. will formally introduce the brand to consumers its first national advertising campaign this year. Goose Island beers, which include 312 Urban Wheat beer and Honker Ale, became available in all 50 states just last year. The craft brewer was purchased by Anheuser-Busch InBev in 2011; A-B InBev last week agreed to buy the Patchogue, NY-based Blue Point Brewing Co.
The ad campaign includes one-minute video ad on food, travel and music websites and full- and double-page advertisements in consumer-focused magazines. The video takes viewers inside Goose Island’s Fulton Street Brewery and its barrel-aging facility, according to a USA Today article. It also includes several shots of the Chicago skyline and the L subway line to signify that the brewery aims to stay true to its roots, despite its growing national reach, says Goose Island’s marketing director.
The campaign’s theme of “Here’s To What’s Next” fits in with the company’s plans to debut several new beers this year. Goose Island will release 18 new beers in 2014, a dozen of which will be available nationwide; that will bring its national beers to 17. The new national releases include the 312 Urban Pale Ale, due to launch in March, and three seasonal single-hop beers using hops grown at the brewery’s hop farm in northern Idaho.
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