Now in their fourth year, the Beer & Cider Marketing Awards continue to go from strength to strength and remains an awards night with a difference, writes Mike Berry.
Gone are the black ties, three-course dinners and expensive cabaret act, these awards are unapologetically ‘anti-black tie’ where trainers and t-shirts are more than acceptable (and even encouraged).
FSC is a long-standing supporter and sponsor of the awards – we feel they serve as a great way of bringing together the broad spectrum of companies that make up the beer and cider industry to celebrate quality, innovative work. We are proud to be involved as sponsor of the Best Corporate Social Responsibility, a category that has gained in profile and interest in recent years and was hotly contested.
We’ve written on this blog previously about the increasingly importance of ‘purpose’ when it comes to brand communications.
This year’s winner of this category, Hiver, is a brewer that sources honey from British urban and rural hives for its beer. The business sponsors urban community hives; investing in the hive, the colony, the installation and the weekly hive inspection from a beekeeper. The cause it supports is stitched into every single aspect of the business, from the beer and how it’s made, to how it engages drinkers. Hiver donates 10% of profits to pollinator charities and supports wildflower planting days run by organisations like the London Beekeepers Association. A truly worthy winner.
With consumer interest in beer and craft cider remaining high and competition more intense than ever, the need for quality marketing that cuts through the noise, excites and grabs attention remains essential.
These awards are essential to showcasing the fantastic, creative work currently happening right now from brands large and small, along with driving up standards across the categories. In our role as awards judge, we can undoubtedly say the standard of entries this year was the best we’d seen.
Winners included creative, fun ideas ranging all the way from ads on mainstream TV, a beer school to boost education of different beer styles, a mindful drinking festival and quirky online campaigns. An eclectic mix across different channels which all led to positive outcomes.
With the ways of reaching your target audience ever growing, it’s clear that only the best marketing will succeed. What can’t be forgotten is that the quality of the liquid in the glass must also match expectations so drinkers remain loyal and engaged advocates of your brand.
A full list of winners and finalists can be viewed here https://www.bestofbeerandcider.com/2018-event/