We created a sampling program by hiring the most authentic Ambassadors imaginable: true Irish bartenders from Ireland. They were educated on how the ale is brewed as well as on how the brand is perceived in the U.S. Each Ambassador was then embedded in his respective market for 11 weeks (January-April). The “SMITHWICK’S Ambassador” program introduced the story of the brand to American pub-goers through a variety of initiatives: account drop-ins, distributor support, small-space print ads, drop-ins focused on consumers, local radio promotions, sampling “Blitz Nights,” blogs, and POS.

15,000 consumers across all activities heard and experienced the brand message.

95% of consumers who sampled bought a second pint immediately after.

29% sales increase on average during the program — with Seattle producing a 49% increase – in rate of sale vs previous year.

32% increase in off-premise volume sales (% change vs. previous year) over sales of 6-packs and 12-packs from main competitors