2017 Strategy Awards: Central City races for red

The Red Racer Across the Nation Collaboration pulled together craft beers from different provinces.

Red Racer Across The Nation Collaboration Image 1

Silver: Canada 150 Strategy

With increasing micro-breweries, consumers have more local craft beer options. To grow its market share across Canada, B.C.-based Central City Brewers & Distillers needed to be seen as “local.”

The craft beer industry has a high level of comradery. Breweries have grown awareness of their brands and helped to grow the overall craft beer market share by partnering together.

Tapping into this strategy, and leveraging consumer patriotism through Canada’s 150th birthday, was how the brewery decided to grow its Red Racer brand.

Red Racer partnered with a dozen breweries from across Canada to create a mix pack of 12 craft beers, called the Red Racer Across the Nation Collaboration. Each of the beers were brewed at the Central City facility and were inspired by the province or territory they came from. Having each beer represent one of the 12 provinces allowed

Red Racer to be seen as locally relevant in markets across Canada and connect with consumers on a national scale.

The launch received media coverage from outlets such as the CBC, Vancouver Sun, Daily Hive, Georgia Straight and Halifax Magazine. In-store signage included end aisle displays, flyers, product features, product stacks, window displays and key features in-store. Bars and pubs created “tap takeover” events, where all 12 beers were available for a limited time.

Brand | Central City Brewers & Distillers
Strategy consultant | Andy Murison