Tribute Ale: We've earned it - How Tribute Ale has achieved success in a market under severe pressure

This paper explains how a beer brand from a Cornish family brewer bucked the trend of closing pubs and falling sales that had hit the industry. Tribute Ale needed to increase its levels of awareness outside Cornwall to increase distribution. Using a well-targeted and salient communications approach, the ‘You’ve Earned It’ campaign reinforced consumer loyalty whilst increasing recruitment to the brand by making rugby sponsorship and print advertising work together. As a result, the campaign delivered a minimum profit of £261,000 and generated a payback of 116 per cent