We met the Seven Bro7thers Brewing Co (yes, they are seven brothers) when they were already a well-loved Salford family enterprise. A brand with ambition and a fantastic product – both in terms of ale and experiences. They had a traditional brochure site as their primary digital presence, no e-commerce and, social aside, no real way to express their personality digitally.
It all started with a fundraise: we supported with messaging and digital presence and used the opportunity to get to know the business, as well as the people who make it. Then they asked us to give them an entirely new e-commerce website, one that brought their brand to life, served as a hub for campaigns and customer communications, and also a shop – to sell their amazing beer online.
From brand stretch workshops and understanding competitor positioning (yes, that did involve drinking quite a bit of beer) to story articulation and visual interpretations, we developed the look and feel of the brand. This new expression encapsulated the core of the brand: family, inclusivity and quality and provided us with creative direction for the new website as well as impetus for campaigns and communications.
The new website was also the brothers’ first foray into e-commerce. We ensured that our technical recommendations integrated with the company’s existing back-end systems and software, and advised on logistics integrations and back-of-house systems. With beer this good, we anticipated a high degree of purchase interest. (And we weren’t disappointed.)
We designed, populated, built and launched the website in readiness for the release of a new range of beers from the brewery. As soon as the online shop opened, it sold out of all the hero products – testament to both the new site and customers’ appetite for the product. Never a brand to rest on its laurels, we then embarked on a suite of digital campaigns to drive traffic to the site and further increase sales.
The implementation of an SEO strategy along with an on-site content strategy designed to position the brand as an authority ensures growing visibility in this extremely competitive space. The site also showcases the growing stable of beerhouses as well as the brewery taproom and so it has to operate both as a local (near me) and a national presence.
Seven Bro7hers launch some very interesting beers – for example, a range of ales made from waste Kellogg’s products (Corn Flakes, Rice Krispies and Coco Pops) and we support them in promoting these initiatives to the press, to their flourishing band of customers and to the public. This work always ends up in the brothers having to produce more ale. Much more ale. And quite rightly so: it’s delicious!