Introduction
Leading brewpub Refinery 091 in Kolkata has swiftly grown to be a favoured hangout for craft beer lovers and cocktails connoisseur. Refinery 091 aims to carve out a position in the city's busy nightlife scene by serving five trademark craft beers (Bamberg, Meuse, Helles, Rosado, and Gatsby Island) in addition to a premium range of single malts, blended whisky, and creative cocktails like the 'Red Berry Whisky Sour'. To ensure a successful launch of their brewery and craft beer collection, Refinery 091 partnered with KlarusTech, the best content creation agency in Kolkata.
Objective
The primary aim of our collaboration was to establish a robust digital footprint for Refinery 091, therefore introducing their distinctive offerings to a wide range of consumers. The goals of KlarusTech were as follows:
- Increase recognition of the brand and awareness in the local market.
- Promote each craft beer's own flavour and characteristics.
- Use interactive content to connect and create a community of beer lovers.
- Boost revenues by increasing foot traffic to the brewery and increasing social media awareness.
Challenges
Establishing a new brewpub in a cutthroat industry presented a number of difficulties:
- Market Saturation: As a debutant in the market, Refinery 091 had to distinguish itself from the increasing number of brewpubs and bars in Kolkata.
- Brand Recognition: Refinery 091 had to develop its brand identity from scratch as an upcoming player in a crowded market.
- Content Creation: The key to creating engagement was creating interesting, top-notch content that connected with the intended viewers.
- Engagement of the Audience: A balanced marketing strategy was needed to captivate a broad audience that included both experts and occasional consumers of craft beer.
Strategy
To overcome these challenges, KlarusTech came up with a multifaceted plan that made use of social media channels to forge a compelling brand story for Refinery 091:
- Development of Content: Make aesthetically stunning, high-quality content that accentuates the subtleties and distinctive flavours of every beer. This includes expertly taken pictures and videos that documented the brewpub's atmosphere, the brewing process, and the delight of sipping craft beer.
- Campaigns on Social Media: To attract prospective consumers, launch high-quality campaigns on Facebook and Instagram. Every aspect of the plan highlighted a different facet of the brand, such as the brewing method or the flavour notes.
- Influencer Partnerships: Collaborate with regional beer lovers and influencers to increase exposure and reputation.
Execution
The execution of this strategy unfolded in several phases:
- Pre-launch Teasers: In the weeks preceding the debut, KlarusTech released teaser that alluded to Refinery 091's distinctive features. These brief videos sparked interest and excitement, building talk about the planned brewery.
- Features of Signature Beers: Special reels and videos explaining the components, brewing method, and taste remarks was made for each craft beer. Viewers were able to establish a personal connection with the beer through the visually appealing pictures of the beverage being poured and sipped, coupled with captivating tales.
- User-Generated Content: Refinery 091 fostered a feeling of community by inviting patrons to post about their experiences on social media. Consumers were encouraged to share images and reviews in order to increase the brand's visibility.
Achievements
The collaboration between Refinery 091 and KlarusTech yielded impressive results:
- Brand Awareness: Refinery 091 established a strong online presence three months after its start by gaining a lot of followers on various social media platforms.
- Customer Engagement: As a result of the interactive campaigns, there was a 40% rise in social media user-generated content posts highlighting customers' experiences.
- Sales Growth: The successful social media efforts were largely responsible for the brewpub's 30% rise in foot traffic in the first quarter after its introduction.
- Building Community: Refinery 091 has been able to cultivate a devoted clientele, with many of them coming back to try out new products and take part in brewery activities.
Conclusion
Refinery 091 and KlarusTech's collaboration is a prime example of how effective social media marketing can be when starting a new business in a cutthroat industry. Refinery 091, a premier brewery in Kolkata, created a thriving community of craft beer enthusiasts via its focus on community development, effective audience contact, and captivating content. This case study demonstrates how creative marketing approaches may get past obstacles and propel company success in the fast-paced digital landscape of today.
