Craft beer is all the rage because, well – it’s awesome. The country is bored with the flavorless beer giants and turning to more complex flavors to quench their thirst and expand their palette. Porters, IPAs, lagers, stouts, sour beer, hybrids, specialties. Then you have your favorite classic imports that you always like to have on hand for a rainy day (or a sunny one). Deep Dive took on the social media strategy and content development for one of the legendary brewers, Paulaner USA.

Located in Littleton, Colorado, Paulaner USA imports the world famous German brews of Paulaner and the ancient Hacker-Pschorr (established 1464). These are the original craft brews, making timeless, excellent beer for the city of Munich and eventually the world. These German brews are governed by Reinheitsgebot, or the Bavarian Beer Purity Law that decrees that only water (sourced from alpine wells), barley, and malt are allowed in beer. No fruits, no additives, nothing but those three ingredients and eventually yeast. Reinheitsgebot was established in 1516 and it was a few hundred years later before science understood the role of yeast in brewing.

We took over the social media content development, content calendar, community management, and social media advertising for these brands in time for the 500th anniversary of Reinheitsgebot. We increased both audiences while increasing reach and engagement on both Twitter and Facebook, which led to increased sales of beer year-over-year as well as attendance at Reinheitsgebot anniversary events.

In addition to Hacker-Pschorr and Paulaner, Paulaner USA also imports O’Hara’s Irish Craft Beer, Fruli, and the pride of England, Fuller’s. From new European startup craft beers to beloved European brews that are hundreds of years old, we created engaging and varied content strategies across multiple channels.

Beer brands we managed on social media

• Paulaner USA
• Hacker-Pschorr USA
• Fuller’s USA
• O’Hara’s Irish Craft Beer
• Fruli

Social media work associated with beers

• Creation of unique content calendars that align with brand voice and business goals
• Posting and boosting of content
• Page like campaigns to build audience
• Social media advertising for product, events, and brand initiatives

Special event content and promotion for beer brands

• Oxnard Strawberry Festival – Fruli
• Reinheitsgebot anniversary – Hacker-Pschorr and Paulaner
• 2016 Oktoberfest – Hacker-Pschorr and Paulaner
• St. Patrick’s Day – O’Hara’s Irish Craft Beer
• British Pub Month – Fuller’s
• #FruliDateNight
• #GiveaPschitt campaign – Hacker-Pschorr

Developing content and posts for beer might sound easy, but five distinct brands brands with five distinct voices and large devoted audiences can make it tricky. By understanding the history and culture of the products as well as their audience we were able to zero in on content and topics to engage the audience, build brand presence, and boost sales.