When you go from promoting a wildly successful global beer brand to a tiny craft brewery hidden away in South East London there are inevitably good, and not so good, changes. Firstly the budget drops from high to non-existent. Secondly there is no money to spend and thirdly you can’t do much because you can’t afford to.
However the freedom from International Corporate “push backs”, removing the fear of making mistakes and having “to think outside the money box” (because there isn’t one) is, especially if you are a shareholder in the new enterprise, liberating.
The Londoner Campaign, based on the premise that hardly anyone that lives in London these days originated from there but all rapidly become Londoners, ran for one week only in Time Out and one night only as a half page in the Evening Standard.
It announced Meantime as being at the forefront of the Craft Beer Revolution and if only by giving the Sales force of 2 people something to set them apart from the growing Craft Brewery sector, help get into London’s Pubs and Bars.
Meantime Brewery was subsequently sold to SAB Miller (subsequently themselves taken over by AB Inbev) for a substantial amount and is now, along with Peroni, owned by Asahi