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DuClaw Brewing Company is a craft brewery and restaurant with four locations in Maryland. Well known already for its menu and flavorful, edgy craft beer found on tap and in 22-ounce bottles, the brewery was looking to focus on marketing its beer in a creative way to launch a new offering: 12-ounce bottles.

Planit recommended tapping directly into a captive audience who already shares the same passion for the craft—we created an interactive and new Facebook presence called DuClaw Beers. Within the DuClaw Beers Fan page we developed an interactive “Our Beers” tab. A microsite within Facebook, the tab invites fans to learn more about each beer style and categorizes them by flavor.

But if you build the page, will they come? To gain awareness and attract fans, Planit placed Facebook ads and hosted a contest for fans. Simply “Like” the page for the chance to win what every beer enthusiast can appreciate—a new kegerator.

In one month, DuClaw was able to secure more than 2,600 fans to the new DuClaw Beers Facebook page, “out-fanning” the original restaurant page. How are the 12-ounce bottles doing? They are among the most successful launches the brewery has had, continuously selling out at area retailers.