Irish craft beer brewery, Rye River Brewing Company, was crowned the world’s most decorated independent craft brewery at the World Beer Awards 2019. The World Beer Awards celebrate the best beers from around the world, with over 2,000 beers from 30 countries competing for the coveted titles. The awards are part of The World Drinks Awards, a global awards show selecting the very best in all internationally recognised styles of drinks. Rye River Brewing Company achieved critical acclaim on the world stage, winning an unprecedented 21 World Beer Awards in 2019, officially making it the “World’s most decorated independent craft brewery”. This was no small feat and Rye River Brewing Company wanted to mark this achievement and ensure its customers and stakeholders were aware of this accomplishment.
A press release detailing Rye River Brewing’s record-breaking success at the World Beer Awards was issued to all media titles, positioning Rye River as the World’s most decorated independent craft beer brewery. A supporting media drop placed a selection of Rye River’s award-winning beers into the hands of 25 of Ireland’s most influential journalists and acted as an invitation to a celebration event hosted in the Celbridge Brewery. Taking advantage of the cancellation of the Oktoberfest event in Dublin that year, Oktoberfest was used as the theme for the Brewery celebration. Managing Director Tom Cronin & Head Brewer Bill Laukitis lead brewery tours and tastings throughout the evening providing attendees with a unique experience. Guests were encouraged to taste the various award-winning beers while sharing their visit on their social channels. Transportation was provided for all guests so the craft beers could be enjoyed responsibly.
To kick off the campaign, Managing Director and Founder Tom Cronin was interviewed by Vincent Wall on Newstalk Breakfast Business followed by a print interview with The Irish Independent Business Supplement. Coverage of the announcement was achieved across national online and print consumer, business, and trade media. We had a full house for our event at the Brewery, with key media, social influencers and stakeholders in attendance. We obtained strong social traction from both our media drop and our event, with guests and recipients using our hashtag #RyeRiverWorldsBestBeer to generate an engaging online conversation.