Beer builds community for those who drink it. But what about those who serve it? An exclusive campaign led to some untapped potential.
Big brand brewers are losing millenial drinkers to smaller, craft labels. They aren’t “cool,” anymore! How can Anheuser-Busch, one of the biggest beer suppliers in the world, get their products back in the hands of a younger generation of drinkers?
While people often buy beer directly from retailers, a big influence in their decisions comes from recommendations. While their friends spread the word, they aren’t as knowledgeable as the people who pour the beer themselves.
Bartenders don’t adhere to the same circadian rhythm as us “normal” folk. They stay out late, take weekdays off, and follow an irregular work schedule. As a result, it’s difficult for them to find time to connect and network with likeminded people.
Behind every label is a bartender recommending it to their customers. With a deep-seated knowledge of craft and taste, these alcohol savants yield a thirst for what’s new, a passion for their artistry, and a tight-knit underground network of industry professionals.
Launched in Washington D.C., the Behind the Bar secret society began with a series of handmade invitations sent to industry professionals all over the city. Sponsored by Anheuser-Busch, the invitations encouraged people to investigate a new society by attending a launch event and concert.
Metal membership cards were distributed to anyone who agreed to join the “society.” The cards, which doubled as bottle openers, featured an engraving of the member’s name and the launch city.
The launch event was held at the Howard Theater. Members were treated to drinks, food, and a private concert.
Once members were active, they were invited to private social media group and CRM program. The group served as a place for fellow members to network, access different events, and peruse various sources of knowledge on all things beer. Anheuser-Busch hoped that by providing the society with in-depth knowledge of their products, this would encourage the members to share that knowledge with their customers.
Music can expand the palette in effective ways. To enjoy more of the flavors found in Anheuser-Busch beers, Behind the Bar partnered with Spotify to release playlists each week inspired by various beer brands. Using real data, the playlists featured artists that paired well with particular beers. (Country for Budweiser, R&B for Stella, EDM for Bud Light, etc.) Bartenders played these in their bars as a great way to expand their customer’s palette and learn more about beer.
Everything led to the password-protected website, where members could access all the content they needed to participate in the society. From videos to infographics, concerts and interviews, live events and teaching demonstrations, the various ways to network and learn about beer were endless.
Since its launch in Washington D.C., Behind the Bar continues to be a successful model all over the country. With over 1,000 active members and a 12.4% clickthrough rate on CRM assets (typical rate is 2%), the secret society continues to be one of the most successful bartender-first organizations out there.