Goose
Island Brewing Co. of Chicago, IL has seen some big numbers lately from
their latest product launch, 312 Urban Wheat. The small Chicago
brewery has seen great success with the unfiltered American-style
wheat ale due in large part to clever marketing in their own
backyard. Targeting the people who share a city with the brewer’s
headquarters has helped the small brewery gain national attention.
Drawing
on Chicago natives’ love for all things Chicago, Goose Island opted for
a name with a little nostalgia. “312″ is the original Chicago area
code, labeling the product with the numbers has found resonance
amongst Chicago’s beer drinkers. The hope for the new brew was that
Chicago’s consumers would feel an immediate connection
and familiarity with the brand.
Based
on the company’s recent data, they’ve achieved just that. Since its
release in 2005, 312 Urban Wheat has been steadily growing in
popularity in the Chicago market. Goose Island claims that sales in
Illinois are up 60% this year, proving that their marketing efforts are
paying off in their home town.
With
slogans like “you are what you drink - no matter where you live” and
“get some digits”, 312 Urban Wheat has earned instant credibility from
its target audience. The ingenious marketing plan, which was put
together before I joined the company, links the brand to the original
Chicago area code,” says Goose Island’s new Marketing Specialist,
Constance Cooper. “Chicagoans are a proud bunch, who generally love
anything Chicago.”