O'Hara's/Carlow Brewing | 2013-2014

Steeped in Ireland's rich brewing heritage, Carlow Brewing Company, also known as O'Hara's Irish, is one of the nation's largest craft breweries, nestled in Bagenalstown, County Carlow.

As the craft beer movement surged across the Atlantic, Carlow recognized the burgeoning US market and embarked on a journey to establish a fervent online community. I had the distinct pleasure of assisting them in this endeavor.

O'hara's Irish

Over a two-year period, I played a key role in shaping Carlow Brewing Company's digital and social media presence, contributing to their growth in the dynamic US craft beer market. This involved managing their buying activity, fostering a thriving online community, and spearheading strategic social media initiatives. Through these efforts, we established a strong presence in the digital landscape during a pivotal period of American craft beer exploration.

Ireland Is Calling

Pioneering the digital and social media landscape for O'Hara's Irish, Carlow Brewing Company brought their rich heritage and award-winning Irish stouts and ales to the US market. Established in 1996, O'Hara's had already garnered a loyal following in Ireland, and with the American craft beer scene burgeoning, the time was ripe for expansion. This strategic move aimed to introduce the brand to a wider audience of craft beer enthusiasts, leveraging the growing popularity of the craft beer movement in the US.

Irish Craft Variety Pack

To fuel excitement for O'Hara's Irish Stouts and Ales during the 2014 St. Patrick's Day season, Carlow Brewing Company, in collaboration with us, crafted an engaging in-store activation. This initiative included a special edition variety pack featuring a unique code. Fans were encouraged to visit the brand's Facebook page using the code to enter a sweepstakes for exciting prizes, including a grand prize of $1,000. Additionally, each variety pack offered an instant rebate, providing a guaranteed benefit for participation and fostering a sense of value.

Team

Nick Williams: Content & Social Media Manager, Digital Fusion

John Gilbert: Creative Director, LRXD

Sheena Belcher: Account Manager, Digital Fusion

Catherine Parenteau: Director of Marketing, Paulaner | HP USA

Sean O'Grady: Brand Manager, Paulaner USA, O'Hara's Irish Craft & Fruli Brewery