Sweetwater Brewing Company, the largest and most successful brewery in the state of Georgia, has invested more in digital media than any other from what I can tell. Founded in 1997, Sweetwater has really boosted the craft scene in Atlanta, Georgia and now across the country. Their flagship beer is 420 Pale Ale and have other hits including triple tail and Sweetwater IPA.
Their newest beer 420 G13 is about as close to a “weed beer” that one can get without actually using weed in the brewing process. The packaging is black with a fish skeleton and Sweetwater has been pushing the product digitally recently. Upon entering their website the first thing you see is shown below.
As Sweetwater markets, they market the product as something suspicious. They are clearly targeting a certain market here and trying to draw the attention of anyone intrigued. Additionally, they have been very active in sponsored posts on instagram. I have seen Sweetwater on my instagram page more so than any other craft brewery. They appear to be targeting the Athens area during peak times for the bars as well as liquor store trips. I find this very effective. College kids are often experimental when it comes to their liquor store purchases and if one is about to head to the store and Sweetwater is engrained in their mind they are more likely to grab it in the store.
Overall, I think Sweetwater is doing a great job digitally. Their graphics are very clever and fit right in with their theme. Also, the targeted posts in Athens I think are an amazing way to grab the attention of the consumer at the proper time.