We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Tribute Ale: We've earned it - How Tribute Ale has achieved success in a market under severe pressure
Tribute Ale: We've earned it - How Tribute Ale has achieved success in a market under severe pressure
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