With the launch of their east coast brewery and nationally expanding distribution, Ballast Point needed a way to introduce their flagship Sculpin IPA to beer drinkers everywhere. We devised a two-tier sampling program built around honing the senses to distinguish great beer. Our top interested consumers were further engaged for Sculpin Sessions, 30-minute deep dives and a hands-on presentation by their local Ballast Point reps.
This program delivered something for beer fans of ever level, giving them knowledge they could easily share while helping identify the many fantastic characteristics of IPAs that may go overlooked on first taste (fruitiness, etc.).
Copy played an important role, from conception across various points of execution:
- Program sales materials
- Social content
- Sampling scripts
- Sculpin Sessions deep dive script (30 min.)
- Training video
Sculpin Sessions presentation boards. Creative by Ballast Point.