Real Ale

FULLY INTEGRATED CAMPAIGN

REAL ALE

Real Lives Here Campaign.

SERVICES

Strategy
Paid Media
Public Relations
Creative
Graphic Design
Photography
Copywriting

THE CHALLENGE

Real Ale Brewing Company entered its 30th anniversary at a crossroads: their audience skewed older, they'd lost market share in their Austin stronghold, and their core lineup needed repositioning to resonate with younger craft beer drinkers. Despite being authentically Texan, the brand wasn't capitalizing on its local heritage or breaking through in the competitive grocery channel.

STRATEGIC APPROACH

We repositioned Real Ale as Austin's insider choice through the "Real Lives Here" campaign—an authentic house party featuring real Austinites (not models), local musicians, and documentary-style moments capturing genuine connection over great beer.

INTEGRATED EXECUTION

Meta and TikTok campaigns with audience-specific creative targeting younger craft beer enthusiasts

Strategic partnership with 365 Things Austin influencer during high-visibility ACL Weekend
Fetii car activation at ACL and F1, bringing the brand directly to music and racing fans
Earned media amplification extended campaign reach and cultural relevance through interactive media, an influencer brewery visit, and a targeted gifting strategy