Monday Night Brewing
Role:
Chief Marketing Officer
Monday Night Brewing is the most award-winning brewery in the Southeast. For four years, I directed all day-to-day marketing activities across the brewery’s wholesale brand presence, as well as its four taprooms spanning Georgia, Alabama, and Tennessee.
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Provided creative direction, go-to-market, brand and marketing strategy for Monday Night’s new, standalone beer brand, Lay Low Low-Cal IPA (a disruptor in the beer category.)
Marketing activities:
Strategy, project management, email marketing, copywriting, brand partnerships, creative direction, sponsorships, influencer campaigns, paid and organic social media, launch events, PR placements, wholesaler marketing, retailer marketing, grassroots marketing.
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Lay Low became the top-selling liquid in the category statewide, according to IRI data, beating out large national competitors like Dogfish Head’s Slightly Mighty IPA and Founder’s All-Day IPA.
A low-cal IPA for your lifestyle
When launching Lay Low (and creating seasonal pushes each year), we focused on three components.
Lifestyle: active, bold, for the weeknights
Brand partnerships: local gyms, athletic brands, hosted and sponsored events
Killer swag: look cool while you drink and while you workout
Local kickboxing studios, hyperlocal bike races, food partners, and athletic gear giveaways were just some of the partnerships that made Lay Low the top-selling liquid in the category year after year
