Crux Fermentation Beer Release Video

Look, breweries release beers all the time. They have to. Part of the brewery business is to continuously release beers that fit the seasonal trends and community tastes. The lifeline of any beer focused establishment is to keep the cool and relevant factor alive.

Crux Fermentation Project does this well. They have their pulse on the market and decision maker in-house has dedicated their careers to beer and it shows. As Crux was planning the release of the newest year-round Solar Sailor IPA they turned to Hop On Marketing for a strategy. Crux needed a little extra something that could be shareable on multiple channels that would gain the attention of their audiences. This is a year-round beer not just a one-off release that will be gone when the last keg is tapped.

At Hop On we knew that what we create has to appeal to the end drinker and also the distributors and in-house purchasers at stores. With a weekend turnaround schedule, we needed to create something easily consumable so the sales team can share it with success equally as much as the marketing team to the social channels. We needed to create a video that not only captured the overall essence of the beer but it also need to grab the attention of every stakeholder. The strategy was formed. We settled on a short video under 60 seconds and it all started with us creating the following time-lapse:

Solar Sailor release video need to capture the attention right away. It’s obvious that our attention span online is VERY slim that’s why our visuals need to suck the viewer in immediately. They need to forget about their scrolling digit and revel in the moment of the video. It needs to sell on a level that spans three different purchasers.

This means that it needs to be on-brand for Crux and it needs to fit their aesthetic that their customers have connected with in the past. With a short turn-around time we ripped out to the coast from Bend and got to shooting. Before leaving town we shot off an email to our digital animator and asked him to create a logo animation that would provide a unique perspective of Crux’s logo. He came up with the following:

At the end of the weekend we had complied a big quiver of footage and by the end of the deadline we had created a short 60 second video to be used in all areas of promotion. Keeping the strategy top of mind during the entire process the following video was created. If this fits what your brewery is looking for, shoot us an email and let’s talk about what this looks like for your brewery’s initiatives.

Death to boring content.

Content….what is it? It’s everything your audiences digests. Pictures and videos are obvious, but also event posters, cans, sweatshirts, ads, stickers, coasters, facemasks(V topical). Everything your brewery produces is curating your brand to the public. Having items that people want to wear, drink, attend is critical to reaching key demographics. Our industry strives on what is unique and cool, those are just facts.

One aspect that we see in the industry is the is misunderstanding of quantity vs quality. Our firm belief is that the items you share shouldn’t be forced out. That’s an agenda potential followers can smell a mile away. Now, we are not saying that quantity isn’t important, it’s just more critical to have compelling content that consumers find eye-catching. That often means high quality and often thought-provoking visuals. DEATH TO BORING CONTENT.

Consumers find more value in finding quality on their own time. If there is one thing to remember about the buying process of someone online, it’s that. Content marketing adheres to an inbound model. If what you share isn’t up to snuff, the target audience isn’t going to be an audience anymore. If you reading this and have the slightest hint that you are sharing half-assed visuals, it’s time to rethink why. Online audiences aren’t going anywhere anytime soon so why stay static when everything around you is changing?

Having a consistent presence that uses your voice and tone can captivate on a level that is created by a professional puts your brewery in a new realm. Our goal at Hop On Marketing is to curate your brewery’s image to make your visual billboard buzzworthy(See below).

Hop On Marketing Introduction

As a previous marketing director for Oregon’s 2020 Small Craft Brewery of the Year, the most time consuming aspect of my day was collecting content to share while also focusing on more direct money generating marketing tasks. When the COVID-19 pandemic struck and budgets got tight, my entrepreneurial mindset kicked into gear. Why can’t there be a solution to this content war?

Enter Hop On Marketing. A solution for breweries to share brand-correct content at a fraction of the cost of a in-house media manager. Your content represents the digital soul of your business; a digital billboard so to speak. You can’t allow just anyone outside of the industry to create for you. Industry specific manpower is key. We are here as your source that can create content that understands that every brewery has their own story and that is at the soul of what needs to be represented.

Your brewery’s voice and style is why your customers love you so much and we aren’t here to change. We are here to provide you with that unique voice in a shareable format on a consistent level. At Hop On we believe that content should a mixture of creativity and proven data. We use an API that crawls your past content and grabs keywords, editing styles on creative work and company background.

This initial data dump allows us to set a foundation of what your brewery is all about. On top we conduct a questionnaire to give us an understand of what your goals are for engaging and captivating content you’d like to showcase. While we may feel like there are a lot of us, no brewery is alike and no story is the same nor should it be told in the same way.

Drop us a line and we’ll get back to you right after this pint.