Redhook Brewery

Business Strategy

Redhook Brewery wanted to raise its profile among influential media outside traditional beer circles, cultivate brand ambassadors and grow sales. LANE stepped in and turned the focus to sharing the craft beer brand’s unique personality. The agency then approached new audiences, engaging journalists and bloggers representing lifestyle, men’s and sports media.

All PR and communications ― including press releases, media pitches, mailers, invitations and more ― were infused with Redhook’s irreverent voice and larger-than-life personality. Plus, LANE leveraged the craft beer brand’s heritage to create buzz around brewery milestones, like its 30th birthday, which was celebrated with bi-coastal ‘80s-themed birthday bashes.


Redhook sales jumped and the revitalized brand strategy spurred media coverage: in one year alone, LANE earned 285 media placements in consumer outlets including Esquire, The Los Angeles Times, USA Today, Guyism, CBS Seattle, The Seattle Times and Thrilist as well as industry outlets like All About Beer, Craft Business Daily, The Beer Advocate and Washington Beer Blog. In addition, fans flocked to Redhook’s birthday parties, with attendance topping 7,000.

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