Goose Island Launch


Goose Island Beer Co. have been true innovators of the US beer scene since being founded in 1988. In 2016 Elastic were tasked with supporting the full launch of Goose Island beers in the UK. As an established brand entering a new market, the main challenge was to cement their brand credentials and build market credibility amongst the consumer and trade audiences and encourage trial.


The brand launched at Craft Beer Rising, with the first ever experiential activation delivered at the event. We recreated the iconic Goose Island Chicago Barrel Warehouse in the basement of the Truman Brewery – an immersive speakeasy-like space for press, key customers and consumers with talks and tastings hosted by their US based brewers. Following the launch, we supported the inaugural Migration Week in London, with a series of tap takeovers and beer dinners designed to bring a slice of Chicago culture to the capital. To ramp up awareness, distribution and trial we devised the UK Hoppy Hour campaign. A large scale on-trade and targeted convenience and wholesale advocacy programme to champion the hero variant, Goose Island IPA. Hoppy Hour involved over 160 consumer sampling and Virtual Reality tours of Goose Island’s brewery and hop farm at Elk Mountain, as well as over 400 staff training and engagement sessions.


The launch at Craft Beer Rising surpassed KPIs and client expectations with 8,000 consumer interactions and hundreds of participants at the exclusive tasting sessions. Hoppy Hour achieved 94% sales uplift on the night in the on-trade and a whopping 364% uplift in ROS in wholesale outlets. With the brand well and truly established in the UK we are looking to activate new Goose variants developed specifically for the UK market.

Experimental / NPD Launch Strategy / On-Trade Activation / Sampling