Beer Flights Meet Cat Fights!
Yakima Chief Hops spotted an opportunity in China’s burgeoning craft beer market to highlight hops as the foundation to great craft beer flavor. With the recent investment in China’s Boxing Cat Brew Pub chain, Anheuser-Busch was the perfect partner to help lead a grassroots effort for educating a culture that has only known watery lagers.
The initiative to highlight hops had several tactics working together with a strategy to educate waitstaff through online training and patrons through on-premise promotions, events, table games, and a Boxing Cat Brewery mobile app.
Converting customers from macros to craft starts by knowing what makes small batch craft beer better. Boxing Cat, China’s most celebrated craft brewery gets a user-authenticated online training portal built to train up the Boxing Cat staff to serve a better beer.
In support of a better trained staff and exceptional craft beer, the brew pub gets a rotating series of fight-like seasonal event and evergreen posters plastered from backwalls to bathrooms.
The Boxing Cat app engages customers at the restaurant and away with menuing from the tap to the kitchen, brew pub locations, LTOs, trivia contest giveaways, and a frequent drinker beer club.
In an effort to educate a new generation of Chinese beer lovers, in-booth games such as trivia and coaster hop factoids drive to discounts and giveaways.
