The beer was available nationwide on Craftshack.com, so you could get it shipped straight to your door in over 41 states. For the homebrewers out there, we got them in on the action with an official homebrew recipe.
The result? Mustard Beer totally sold out online in 22 minutes flat, while generating 2 billion earned impressions, including 23 million social impressions and coverage in over 900 media outlets. Perhaps the best compliment came from Jill Pratt, McCormick CMO, in an interview with Brand Innovators, “2 billion earned impressions, that’s several million dollars in media for a program that cost a couple hundred thousand dollars to execute.
We’ll cheer to that.