How making the right friends helped a beer sell out in under 2 hours: Brewdog & Craft making LAOUT a reality

Client: Brewdog

This is a paper about how making the right friends helped a beer sell out in under 2 hours.

Craft and BrewDog were able to grow consideration amongst new lager drinkers by leveraging an existing groundswell of interest in a well-loved content series, and turn it into a fully integrated content partnership.

To reverse Brewdog’s declining popularity scores, we needed to make some new friends to grow reappraisal of the brand. And what better friend to make than England’s beloved football star, Peter Crouch. We knew that concocting ‘Laout’ (a drink of half lager and half stout) had been a topic of frequent discussion on That Peter Crouch Podcast (TPCP), where Crouchy and his co-hosts would often share images of their listeners’ attempts. And one of BrewDog’s superpowers is to partner with brands to make new products a reality, and fast.

When we found out Crouchy was leaving the BBC to join Acast, we made Brewdog an integral content partner for the new series as headline sponsors, by helping Crouchy and his fans make Laout a reality. Within the format of each 12-week episode, we documented the co-creation of the beer, with a corresponding marketing campaign, can design and a campaign jingle to launch it with impact; resulting in Laout becoming Brewdog’s fastest selling beer ever. The power of true content collaboration comes when a brand can truly become part of the gang; and come together to brew up something special.