If you want to get your brand name on the radar don’t send samples to bloggers, send them to RateBeerians.
That’s the conclusion we reached after researching this story on the weird prominence of Good King Henry Special Reserve, the only British beer in the RateBeer top 50, for All About Beer:
The flurry of high rankings that followed that summer gathering—most awarding 18, 19 or 20 out of 20 and accompanied by profuse thanks to ‘Chris_O’—put the beer into the Top 50 chart. That might have been a blip except those events brought it to the attention of Edinburgh beer lover Craig Garvie. He is an enthusiastic character often to be seen at beer festival in a colourful bowler hat, steampunk shades and with his beard dyed one shade or another. A particular fan of strong stouts, he knew he had to get his hands on GKHSR.
We were prompted to research and write that piece because we, despite paying fairly close attention to British beer, had never heard of Old Chimney’s brewery or come across any of their beers on sale anywhere, ever.
On a related note, we were pondering writing something longer in response to this Tweet…
So basically what comes first the beer or the marketing?…. god i wanted to throw up typing that…
— 🖇 Carl 🖇 (@MarshallRCarl) October 5, 2016
…to which our initial response was, yes, marketing is important, but word-of-mouth about great beer is the best marketing you can get.
But the GKHSR story demonstrates very clearly that you don’t need fancy graphic design, expensive advertising or squads of PR people to make a splash.