New York City meets the Barking Squirrel

On Tuesday, 4 December 2012, Hop City Brewing Company introduced New York City to their Barking Squirrel Lager at an event in an art gallery (Site 109) on the Lower East Side of New York City.

Take a look at the following clip and then watch it again while following along using the notes provided bellow. Be aware that the following was recorded at or about 1710 at an event that was held from 1700-1900.

First thing to notice is the rather hip looking logo… good move.

Then comes an array of cheat-sheets (glossy pages of marketing points that the brewery and the advertising folks think are important about this product) and business cards of the account and brand representatives of the agency handling the account.

Notice the small groups of folks. These are account and brand representatives chatting up the local media. They are the folk who tell readers of their blogs, sites, columns, articles and listeners to their audio postings all there is to know about… in this case… beer.

Believe me… Introduce a new beer? Offer the working press beer and food and they will be there… it’s their/my job!

The Mack & Cheese

Fried Chicken & Waffle

Then make sure there are enough hand-out cards with information on how and where to link into more media material (video and audio material such as interviews ready-made for presentation on line).

Most important there has to be a personable and hip looking server. Best part of this event was that he was pouring full pints and not two ounce tasting cups.

Now comes the next good part of this job.

As I left the event they presented me with a chic carrier containing two cans of the Squirrel and a pint glass. Yes… next comes the “Tasting Notes”….