Brew Republic, a new online club and ecommerce proposition for fans of craft beer, is today unveiling a pilot launch to consumers. The name reflects the brand’s focus on independence and craft – bringing brewers and beer drinkers closer together.
WPNC helped create the brand, along with its customer proposition, website brewrepublic.co.uk and full UX/ecommerce strategy. It was vital to create a consistent customer experience and journey across channels to bring the brand to market.
Brew Republic will use an online subscription model, so the agency has prioritised a rich experience to engage and enthuse new customers, driving sign-ups and long-term engagement.
The pilot is being supported by an engaging website and digital marketing, including a social media campaign that will feature Facebook ads and landing pages, to unveil and build interest in the brand.
Following initial research into consumer attitudes towards craft beer and beer clubs, WPNC conducted follow-up interviews with fans and brewers, immersing themselves in the category to uncover people’s motivations for buying and drinking craft beer.
WPNC then developed customer profiles and a new proposition that will stand out in the marketplace. The agency also ran several collaborative workshops to develop aspects such as product propositions and customer journey planning, as well as establishing rich territories for the design and creation of the Brew Republic brand, logos and other imagery.
Brew Republic’s key audiences, which the client and agency referred to throughout the development process, include people who are passionate about independent craft beer and happy to try a wide range of beverages. The audience also includes curious consumers who want to understand more about what craft beer is and impress their friends.
Consumers’ interest in discovering different beers on the market, but with support and guidance from experts, was a major insight from the research. They also take pride in trying and buying beer from genuinely local, independent brewers, and hearing their stories.
Content for the website and campaign will therefore showcase the independent brewers behind Brew Republic’s beers in a regularly updated series of profiles, including videos and photography, as well as offering guidance and beer drinking tips.
John Eversley, WPNC Agency Managing Director, said: “Brew Republic is where the world’s independent brewers share the passion and craft that go into every fresh brew. After spending time listening to beer fans, we realised that showcasing independent brewers would really help build interest in the new brand.”
As part of the pilot, customers will be able to buy sharing packs of various beers, which they can enjoy with friends.
Michael Johnson, Brew Republic’s Commercial Director, added: “WPNC is a valued partner, working with us across new product development, marketing and ecommerce. The team’s been brilliant to work with and we are currently working together on other new initiatives.
“It has been a smooth and collaborative process. Now we’re keen to see the results that this unique engagement with craft beer fans will bring.”