Peak Drift Brewing, 2023

Prduct launch + ribbon Cutting of the ARCC

Media relations

Peak Drift Brewing Company (Peak Drift), an award-winning craft beverage company, hosted a ribbon-cutting ceremony to celebrate the opening of its state-of-the-art production facility on North Main Street in Columbia, S.C. This ribbon-cutting ceremony was a business need in order to successfully introduce product to market while building brand awareness for Peak Drift in the Midlands.

With the challenge of launching a new brand and product in the market, Flock and Rally worked closely with the Peak Drift team to research and identify industry experts, local officials and media members to garner excitement about the production facility opening. After diligent primary and secondary research, Flock and Rally identified key stakeholders to give V.I.P. tours and showcase the production facility. The tours gave PeakDrift an opportunity to tell its brand story, showcase its talented team and provide a behind-the-scenes look at the facility. By conducting these tours, Peak Drift and Flock and Rally were able to solicit feedback and identify the best communication strategies leading up to the ribbon-cutting ceremony.

This campaign was an opportunity for Peak Drift to increase brand awareness by directly engaging with all of its audiences during a ribbon-cutting ceremony at the company’s facility. Prior to the ribbon-cutting ceremony, only select stakeholders and media members had seen inside Peak Drift’s production facility. But with this ribbon-cutting event, Flock and Rally used the creative approach of conducting a robust media campaign to not only engage with media but also with local leaders, neighborhood associations and more. Flock and Rally used media relations, social media, email marketing and other communication outlets to ensure proper attendance for the ribbon-cutting ceremony.

To execute this plan, Flock and Rally needed to identify and invite key spokespeople, create a program and manage the logistics for the ribbon-cutting ceremony. With planning starting in December 2022 and the ribbon-cutting ceremony being held on January 18, 2023, Flock and Rally, along with Peak Drift needed to move quickly and efficiently. “Save the Dates” were sent to Peak Drift stakeholders, legislators and select media members from January 6 through January 9. On January 10, the first of two media advisories were distributed to the media, with a reminder being sent on January 17 before the event on January 18. In tandem with the media advisories and individual media outreach, social media posts were distributed on Facebook, Instagram and Twitter. Lastly, email newsletters were distributed to Peak Drift subscribers. By the day of the ribbon-cutting ceremony, 100+ stakeholders, legislators and media members were in attendance for the event.