The Challenge
Category 12 Brewing, a science-driven craft brewery in Victoria, needed to increase brand awareness and strengthen recognition of its taproom, flagship beers, and seasonal releases. With a competitive craft beer landscape and a founder known for his deep expertise in microbiology and biochemistry, the challenge was to spotlight Category 12’s unique story, elevate its core products—such as Juicy Data Hazy IPA, Chromatic West Coast IPA, and Pathway Pale Ale—and build broader visibility for the brewery as a must-visit destination.
Our Response
Tartanbond delivered an integrated marketing and communications program to elevate Category 12’s brand and products. Our approach included a strategic communications plan supported by targeted media relations, influencer marketing, and digital advertising to expand reach and generate buzz. We developed a cohesive social media strategy alongside ongoing content creation for both print and digital channels, and supported event initiatives to drive taproom visibility and product awareness. Together, these efforts strengthened Category 12’s presence across the region and highlighted its flagship and seasonal beers.
Impact
- Combined traditional and social media efforts generate over 800,000 in reach, circulation and views. Our team secured coverage in regional news, industry outlets and through niche beer and lifestyle influencers.
- High-performing content creators posted on social media with the media drop tactic. As all opportunities were earned, we consider the amount of coverage and genuine brand advocacy a success. Feedback from influencers indicated that C12 is a beloved brand, the brand artwork makes the product visually appealing to photograph, very positive sentiment from both media and influencers.
- Social media strategy efforts generated over 25,000 impressions. This number is greater, but due to the earned nature of this opportunity, our team did not ask for exact numbers from our Media Drop influencers. It is not considered best practice when engaging with creators without pay. We estimate that the numbers are closer to 30 thousand.
