Fursty Ferret Case Study
Challenge:
Badger Ales, brewed by Hall & Woodhouse, have become the fastest growing brand in the Premium Bottled Ale Market
While the Badger customer profile is the 45+ male, Hall & Woodhouse wanted to capture a younger male drinker, and develop an ale which could help drive the category among this consumer profile
The solution? Fursty Ferret, a 4.45 ABV session bitter aimed at converting younger drinkers to ale.
Originally brewed in a micro-brewery at one of Hall & Woodhouse’s pubs, Fursty Ferret has a quirky, younger image, distinct from more traditional bitters.
The Task:
- To launch Fursty Ferret to consumer and trade
- To create a ‘cult’ around the brand
Strategy:
Our strategy was to ‘do what it says on the bottle’ and match the brand name with the quirkiness of the publicity vehicle
Tactics:
A launch event which comprised Ferret racing was held at the Gribble Inn in Sussex, the birthplace of the ale. Guests included public, trade and local media and members of the British Guild of Beer Writers. All guests were allowed to bet on Ferret Races with Fursty Ferret bottle tops in exchange for prizes We then created a memorable strap-line – “Are You Up Ferret?” which punned youth culture, and was used on all press material and pub merchandising Finally, we shot a series of photographs depicting a Ferret drinking a pint of Fursty Ferret, and used this to accompany all media material
Results:
- Widespread coverage for Fursty Ferret in trade and consumer media
- Multiple uptake of Fursty Ferret PBA’s – Waitrose, Somerfield and ASDA sold out within weeks of delivery
- Cask and PBA stocks were exhausted in 2 months
