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  • 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
 

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