How Strategic Storytelling Revived Homebrewing
American Homebrewers Association
Challenge
In 2016 Homebrewing in the U.S. needed a boost. In order for the Brewers Association to support the full craft beer ecosystem; they needed to reignite the homebrewing community.
Strategy
Reading through research about the homebrewing audience led to a campaign that told the story of choosing homebrewing as a hobby. Events evolved into full marketing activations, and advocacy efforts strengthened policies that protect homebrewers. Together, these initiatives kept consumers engaged at every level, from brewing at home to supporting local breweries. To continue engaging with homebrewers, we spoke to the hobbyist.
Impact
The Homebrewers association grew the membership base from 28,000 members to 46,000+ in 3 years. Homebrewing was becoming a hobby that was found in mainstream consumerism.
Tapping Into the DIY Mindset
Craft beer was booming, breweries were opening everywhere, but homebrewing was slipping. Many longtime homebrewers had already opened breweries, and fewer people were starting the hobby from scratch. To grow the pipeline, we had to understand how potential homebrewers who love craft beer but had never brewed, could be inspired to join the hobby.
Our research showed that “beer geeks” proudly embraced the culture of craft beer. They loved hobbies, they read beer content, and as frugal millennials, they were deeply tied to the DIY movement. They fit the profile perfectly, they just hadn’t made the leap to brewing yet.
We created an ad concept designed to make them pause and rethink their hobbies. In a space filled with photos of perfect pours and brewery culture, our creative featured something unexpected, like a simple ball of yarn. It caught people off guard and pushed them to consider: if you’re already enjoying craft beer, why not choose a hobby that lets you make the thing you love?
