Highlighting education at a local taproom.
The Challenge
The Bier Stein in Eugene, Oregon, is a well-established local taproom that offers a massive tap list and the largest cooler selection of local brews in the area. The Bier Stein wanted to be seen as the local authority on beer and reach new customers in the self-proclaimed “beer snob” community.
The Solution
To showcase the knowledge of the staff on the Beer Team behind the bar, we planned a recurring photo and video series that would allow customers to meet the team members. The photography and videography would let the team at The Bier Stein talk about their favorite beers and share the behind-the-scenes steps taken to ensure proper storage and service in their own words.
The Executions
We partnered with The Bier Stein to create an Instagram campaign that would illustrate the knowledge of their staff as well as the best practices they employ when serving beer. Through photo and video content consistently posted on their social media feeds and Instagram Stories, we designed an immersive look into the world of beer, from growing hops to executing the perfect pour.
Throughout the campaign and since, we’ve built a regular series on The Bier Stein’s Instagram that spotlights a staff member and their current favorite beer selection from the cooler. Our video series allows The Bier Stein team members to share facts and tasting notes about the selected beers while building a connection between their audience and their team.
We created a trivia series for The Bier Stein’s Instagram story that shared tips and facts from the beer industry so customers can brush up on their beer varieties or learn new tricks for storing and selecting beer and glassware.
We worked with The Bier Stein to craft a set of educational Instagram Reels showcasing the knowledge of their staff and best practices used by their taproom to ensure that all beer served or brought home is of the highest quality. By filming on cell phones and using trending sounds, we were able to make the reels feel accessible and fun to their audience while still maintaining an educational spin.