Challenge: Launch 34 - the first local craft beer - in a highly saturated Georgian market, where local products are regarded as cheap and inferior.

Objective: Show that 34 is for beer fanatics - special people who can appreciate its special taste.

Strategy: Create an artificial monetary obstacle to find the real beer fanatics - those, who wouldn't turn their backs to tasting of a new beer, even if it cost a fortune. After finding these people, reward their courage handsomely, and decrease the price of 34 turning a product of mass interest into a product of mass consumption.

Execution: 34 launched with a shocking price tag in only three locations - 34 Laris a bottle (20x real price).

In five days, we tracked the first heroes to buy 34 and crafted their personal statues. Just as the price went down to an affordable level, we revealed new local landmarks to honor the uninhibited passion for beer, and the brave people who trusted us.

Outcome: The unusual offer instantly stirred up a nationwide conversation about 34. As a follow-up the final memorable finale got discussed on the Internet and the national TV even more, touching the heart of every beer lover in the country.

230 overpriced bottles and three statues sold 230% of the planned amount for the first month. A completely unknown brand swept 12% of the entire beer market away in a single month.

STAGE I - Draw Interest

On 27.02.2015 34 launched in three exclusive shopping locations with stands bearing shocking message - “For five days only - 34 Laris ($17) for one bottle”.

Hidden webcams, special promo codes and a curious sales force helped us track every brave customer. We used this information to craft personal statues for the first three heroes to buy 34.

STAGE II - Reward Interest

After five days, the price unexpectedly went down to normal (1.90 Laris) turning 34 from a product of mass interest into a product of mass consumption. That same day the first three customers unveiled their own statues in the middle of the city as a total surprise. The rest of the first 230 beer pioneers were awarded 34 bottles of 34 each.

YouTube video told the story of new local landmarks and let everyone know 34 was now affordable.

How we found and honored our ideal customers touched the heart of every beer lover in the country. This memorable surprise got widely discussed on the Internet and the national TV, earning 34 instant popularity, respect (evidenced by positive comments) and the name of “the most valuable beer in Georgia”.

The story was covered by more than 34 publications (majority of the Georgian media), and its video version we posted right after the opening ceremonies got around 174’000 views on YouTube in first days (most viral video in Georgia this year so far).

During STEP I of the launch campaign (27.02.15 - 03.02.15) we sold only 230 overpriced bottles. However, STEP II pushed 230% of the planned amount - roughly 25% of the total available beer supply in the first month.

It took a completely unknown local brand a single month to sweep 12% of the entire beer market away.