We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Tribute rugby crop
  • St Austell Off Licence trade ad

The Perfect Tribute

Client: St Austell Brewery
Brand: Tribute Ale

The Cornwall based St. Austell Brewery is an independent, family-owned business established in 1851. Their intent was to capitalise on Tribute Ale’s strength locally to enhance sales acrossthe region. Bray Leino developed a marketing strategy that would build on Tribute’s awareness and profile, growing its sales and driving distribution.

The Challenge
• Working to tight budgets with a company who had traditionally not invested heavily in advertising, a successful marketing strategy needed to produce visible and measurable results.
• Increasing brand awareness as well as driving new distribution in the free trade; especially expansion into Devon, Somerset and West Dorset to help Tribute Ale become the number one ale in the South West.

The Solution
• We developed the ‘You’ve earned it!’ campaign, based on the name Tribute and it’s affinity of core consumers with sports, most notably rugby. After negotiating with the RFU, a sponsorship package was agreed that made Tribute ‘Official Beer of South West Rugby’.
• Reaching the key target audience and making the product available in a situation where it could then be purchased.
• Product placement and distribution in Rugby clubs helped to offset the sponsorship cost and selling the ale on match days.
• A campaign stretching across advertising, pack design, shop fits, lorry livery, outdoor advertising, merchandising and an interactive attraction for St Austell’s visitor centre – this integrated campaign worked from the rugby pitch up, to create a real buzz across the whole South West.

The Result*
• Tribute sales have risen +12% versus the previous year.
• There has been a 38% growth in the free trade*
• The Rugby sponsorship proved highly effective, with increased sales in rugby club bars and the distribution target has been reached with 12 new rugby club deals and a significant number of on-trade accounts in the region.
• Tribute is now the eighth biggest premium ale in the UK, No.10 in national cask ales and the only South West ale in the top 100.
• In Cornwall alone, awareness of Tribute rose from 29% to 74%, with a 116% return on marketing investment achieved - now that’s worth drinking to!
* AC Nielsen, St. Austell ex-factory

Your session will expire in xx.xx
Continue or Log Out