GB Passport Member Newsletter l Gordon Biersch
Challenge – Develop an inexpensive communication vehicle to keep Gordon Biersch’s customer base thirsty for more.
Solution – When Gordon Biersch Brewery’s client base was examined, it was discovered that consumers fell into two distinct groups: those who loved Gordon Biersch for the fun atmosphere, and those who came for the food and fresh-brewed beer. This came as a surprise to Gordon Biersch, who thought it was “all about the beer.” Using this knowledge, Gordon Biersch was given a new brand personality that reflected it as THE place to meet friends AND enjoy good food and fresh-brewed beer. The revived Gordon Biersch branding was incorporated into their consumer messaging, business communications, web site, newsletter, menu and promotions. Gordon Biersch sent out their company newsletter to 100,000 people via e-mail and had hard copies in the store for people to pick up. The results have been stellar, with compliments coming from consumers and staff alike. Cheers to that!
Solution – When Gordon Biersch Brewery’s client base was examined, it was discovered that consumers fell into two distinct groups: those who loved Gordon Biersch for the fun atmosphere, and those who came for the food and fresh-brewed beer. This came as a surprise to Gordon Biersch, who thought it was “all about the beer.” Using this knowledge, Gordon Biersch was given a new brand personality that reflected it as THE place to meet friends AND enjoy good food and fresh-brewed beer. The revived Gordon Biersch branding was incorporated into their consumer messaging, business communications, web site, newsletter, menu and promotions. Gordon Biersch sent out their company newsletter to 100,000 people via e-mail and had hard copies in the store for people to pick up. The results have been stellar, with compliments coming from consumers and staff alike. Cheers to that!
