Shock Top: Unfiltered Talk

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Shock Top: Unfiltered Tlk

Agency: Anomaly

Case overview

This case demonstrates the ability of a successful Canadian idea that was adapted to save the Shock Top brand from a massive challenge south of the border. In the incredibly crowded and challenging craft beer category, Shock Top U.S. was in decline for the first time in the brand's history, facing 12 straight months of negative sales.

The power of this case was in the idea – Give the beer a voice – which was as strong as the flavour of Shock Top and as unfiltered as their brewing process. So...

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