BeerHoptacular is one of the original chicago craft beer fests...

So when Lou Dog Events inherited the festival after it had taken a year off, they approached us to build a marketing strategy that would get the word out, get people excited and sell tickets.

We started by defining a voice that would set BeerHoptacular apart from the other hundreds of beer fests in Chicago. 



The keyword for BeerHoptacular’s tone is “attitude.” The voice is snarky, smart and fun, with a persona based on the barrel-holding logo dude insulting you but like, in a way that only a friend can. With a wink and a smile. Everything should be fast, exciting and fun. We like short sentences. We like lists. We like things just a little bit rude. We’re into punk rock and 70’s hip hop but we can get down on some vintage Pointer Sister tracks too. When the mood is right. 

The voice is also confident - we refer to BeerHoptacular as the “original craft beer fest.” It’s not a newcomer, it’s been around for a while, and now it’s back to reclaim its throne as the most important beer fest of the year.


wwwThen we used the voice to inform our strategy...

After defining how we were going to address our audience, we set to work creating content that would communicate BeerHoptacular's unique attitude and get people excited about the event. 

We worked with Skalawag Productions to produce a high energy promo video, developed a set of blog pieces that told the stories behind some of the more unique or hard to get beers that would be at the fest, shot some lifestyle photographs to show off the limited edition artist tshirt designed by Jourdon Gullet, and wrote a whole bunch of snarky tweets. 

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Project Team
Matt Tanaka
Skalawag Productions
Steph Byce
Ali Cornish

Project Links