De•fy

Case Study:

Problem:

D.G. Yuengling & Son, Inc. is the oldest brewing company in the United States. In recent years, the company has been facing declining market share among millennial segments and was looking to diversify its market and increase its presence among this demographic. To achieve this goal, D.G. Yuengling & Son hired RedPeg Marketing Group in collaboration with a team of American University MBA students to help with its market diversification efforts. 

Solution:

As part of a team of five consultants, we conducted extensive market research to understand the preferences and behaviors of the millennial demographic. This research included focus groups, online surveys, and interviews with industry experts. The results showed that millennials were interested in locally-sourced and artisanal products and were willing to pay a premium for quality and authenticity.

Recommendation:

Based on the data collected, we recommended product line diversification by introducing a seasonal Tequila RTD beverage: De•fy. As part of the Go-to-Market strategy for De•fy we built a launch campaign that bridged the traditional nodes of the Yuengling brand (heritage and authenticity) with a contemporary evolution that would appeal to millennials and other untapped demographics.

Execution:

The marketing campaign included:

• Series of social  posts and ads showcasing  heritage and authenticity of  brand
• Launch of a new product line featuring locally-sourced and artisanal ingredients
• Sponsorship of local events and festivals to increase brand visibility + connect w/  target audience
• Creation of branded content series, including videos and blog posts, to educate consumers about  history and quality of brand