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Traditionally, a Japanese beer, Kirin Beer was doing really well in restaurants. Throughout this campaign, we increased brand awareness and preference among general market consumers in a variety of retail and account settings. Our team was focused on specific marketing objectives: to increase share of market and generate new distribution in segmented channels. We competed directly with Sapporo & other import beers by executing on-premise promotions that generated initial trial and product purchases at supporting off-premise retail accounts. We executed on-premise over 100 sampling events at retail accounts, sushi restaurants/bars, & club including accounts like Binny’s Beverage Depot, Jewel, Sushi Wabi, Mirai, Sushido, Rise, Heat, Dragonfly, Subterranean, and Big Wig. Our team created a positive & unique Kirin experience for consumers, establishing a basis for continued brand loyalty & credibility. Impressions generated from these in-store and retail efforts reached an upwards of 2MM+ impressions.