CASE STUDY
KENTUCKY CRAFT BREWERS BILL
IP TARGETING
CASE STUDY
KENTUCKY CRAFT BREWERS BILL
IP TARGETING
BACKGROUND
The Kentucky Guild of Craft Brewers is a nonprofit organization that promotes the statewide brewing industry. It organizes events for all associated breweries, and advocates for relevant legislative matters. With a growing craft brewery environment, they are an invaluable ally of Kentucky brewers.
CHALLENGE
In early 2015, The Guild was involved in the legislative fight of their Lives. They were up against one of the largest brewers of beer in the world, Anheuser-Busch. Kentucky HB 168, a bill regarding ownership of beer distribution networks, was supported by their membership and preserved the long-standing practice of a 3-tier distribution system. The bill aimed to close a loophole used by Anheuser-Busch that allowed them to operate two distributorships in the state.
SOLUTION
The Kentucky Craft Brewers decided on a strategy that targeted legislators and voters directly with their message. RockWater’s platform delivered over 300,000 ad impressions to the state legislative offices and chosen voters in the districts of General Assembly members. While Anheuser-Busch had one of the largest lobbying budgets during the 2015 legislative session, the Craft Brewers were able to effectively communicate their message using a much more cost-effective strategy and improved accuracy.
RESULTS
.643%
CTR, roughly 800% higher than industry average
In the end, the bill was passed in the Kentucky Senate by a vote of