Out-of-home gamble delivers a bumper Dry July for Mountain Culture
Mountain Culture Beer Co has recorded a bumper sales month during what is traditionally the slowest period for alcohol retailers, thanks to an exclusively out-of-home campaign during Dry July.
According to third-party research from brand analytics company Tracksuit, Mountain Culture saw a 33% surge in sales in both Victoria and New South Wales during July, as the company made a bold move and relied solely on out of home advertising for the entire month. During this time, the brewery shut off all other paid media channels.
July wasn’t dry for Mountain Culture, thanks to a savvy out-of-home campaign.
Very much doubt there is a downward trend in beer consumption, year-on-year, according to federal government data. Clearly they are not including all the micro breweries that a pumping out the beer. It’s just that they are not big enough to be included in the data and they are certainly taking the sales away from the big players.