BREW YORK REVOLUTION

CROWDFUNDING CAMPAIGN

We started a revolution with Brew York! When the craft brewery had plans to expand they decided to crowdfund. They wanted to reward the people who’ve supported them by doubling their money in beer vouchers and offering behind-the-scenes experiences. 

By joining the Brew York Revolution, 631 beer lovers surpassed the £40k target and helped Brew York raise £56k to make York’s biggest craft beer venue a reality.

IT ALL STARTED WITH THE REVOLUTION IDEA

The results below speak for themselves and we think they show how one great marketing idea can deliver massive return on investment and drive business growth! The Brew York Revolution is part evolution from when the guys were home brewing in their sheds and part revolution of the York beer and street food scene!

GETTING WORD OUT THERE

In the weeks leading up to the campaign launch, we let the 9,000+ people who follow the craft brewery on social media know that the Brew York Revolution was coming. With messages across Facebook, Twitter and Instagram, we gave beer lovers the chance to sign up to be first to find out more about how they could be rewarded!

TALKING TO THE BIGGEST BEER LOVERS

With hundreds of beer lovers interested in the Brew York Revolution before it started, we made sure they were first to know more and kept them updated! The results below show just how interested they were. By launching the same weekend as Brew York’s 2nd Birthday Party people loved seeing what York’s biggest beer venue could be like and the event was sold out!

BRINGING THE CAMPAIGN TO LIFE

Of course it’s a digital world, but that doesn’t mean old school printed marketing materials are dead! In fact, they’re very much alive – leaflets, posters, signage and even beer mats helped beer lovers see just how serious Brew York were about opening a Street Food Kitchen and Hoptail Lounge (that’s beer + cocktails = hoptails)!

GIVING BEER LOVERS REASONS TO INVEST

Not only did beer lovers have to feel really rewarded, but they had to buy into something bigger too! We created a rewards menu which helped people choose how they wanted to invest (and got the messages out there on social media too), as well as showed how their investment would help to open York’s biggest craft beer venue with a Street Food Kitchen!

OPENING THE BANK OF BREW YORK

Not long after the campaign launched, it was clear that beer lovers were absolutely loving doubling their money in beer vouchers! And so, we quickly responded to what people wanted and the Bank of Brew York was born. With its 100% interest rate, it was a great way to invest in your beer future and a much better deal than you’d get from any real bank!

THE BREW-O-METER JUST KEPT DINGING

The Brew-o-meter tracked progress and showed beer lovers how much other people were also loving the Brew York Revolution! It built momentum and went into overdrive when the £40k target was hit! A new stretch target of £50k was set and people loved doubling their money so much that they raised over £56k to make York’s biggest craft beer venue a reality!

INTRODUCING THE BREW YORKERS

The Brew York Revolution called on beer lovers to unite! And the beer loving community that’s been created is all about Brew York and brew lovers coming together to create the Brew Yorkers! With priority access to events and the promise that they’ll be first to buy into Brew York when they offer equity in the future, the Brew Yorkers have a lot to look forward to!

AND HERE’S WHAT BREW YORK HAD TO SAY…

“We loved starting the Brew York Revolution with The Rainbow Mash. They helped us realise our ambitious expansion plan of opening York’s biggest craft beer venue just two years after we opened our brewery.
Their crowdfunding campaign raised £56k in 21 days with us increasing our target twice. It was amazing to get 41% more than our initial £40k target.
They really supported us to take our business to the next level with great creative ideas, which were completely results focused and provided brilliant return on investment.”
Wayne Smith, Managing Director and Co-founder, Brew York

ARE YOU A GROWING BUSINESS TAKING YOUR NEXT STEP?

If you’re interested in big brand marketing ideas (without the big price tag) for your business, please give us a shout – we’d be happy to have a chat over a coffee or even a beer. We’re super friendly and straight talking – there’s no marketing mumbo jumbo here!

07969 906369 | sarah@therainbowmash.co.uk