At year-end 2023, the Keystone Light beer brand experienced significant growth in terms of volume and dollar share in the industry. This success allowed it to enter the list of fastest growing brands according to Morning Consult.
Keystone Light is using different strategies to connect with its core audience, including launching cans with a fishing design, holding a contest to win a Caymas boat and a partnership with Fishwife Tinned Seafood Co. All of these actions seek meaningful interaction with its consumers.
Earlier this month, Keystone Light launched a promotion for fishing enthusiasts with the launch of cans with a new design inspired by this activity. Matt Lafferty, who is in charge of the brand’s marketing department, is aware that although much of the country is still experiencing cold weather, fishing enthusiasts are already thinking about the arrival of warmer days.
According to Lafferty, the main objective is to experience the thrill of donning a vest and carrying all the equipment necessary to fish. The focus is on enjoying the anticipation that this activity generates.
However, that is only the beginning. The company is also giving buyers of legal age the chance to get a Caymas CX 18 S fishing boat with a Mercury 115 ProXS engine and a single-axle channel frame boat trailer. In addition, those who participated could also have a chance to win other prizes such as cooler backpacks, cup holders, fishing hats and Realtree® shirts.
Consumers who prefer to have someone else handle the purchase of Keystone Light will have the option of the “Smooth Snackle Pack. This special box, priced at $30 and limited edition, contains three cans of canned smoked rainbow trout from Fishwife Tinned Seafood Co. a popular brand of canned fish.
According to Lafferty, canned fish has become very popular both in the media and on food plates. He highlights the Fishwife brand as a leader in its category, and notes that smoked rainbow trout is an excellent pairing with a cold, refreshing Keystone Light beer.
The box includes a separate space to keep the beer cold and also a $25 Uber Eats card, which allows consumers to have Keystone Light delivered to their own homes.
Keystone Light has big plans for the future in 2024, and fishing is just one part of them. The brand is working on deals and advertising strategies with Realtree, Penske, country music singer Drake White and others. In addition, it is expected to relaunch its successful “The Hunt” campaign, which was a great success last year, later this year.
“It’s going to be a full year of celebrating the passions shared with our fansand we’re looking forward to seeing our team and our dealers use these platforms to compete against Keystone Light,”
Lafferty added.
