New World Beer & Cider Awards 2020: The search for NZ’s best beers and ciders

RETURN TO ALL

Each year, the New World Beer & Cider Awards seek out the very best beers and ciders from hundreds of entries, helping shoppers – from beer novices and craft connoisseurs - choose their next brew with confidence.

Solution

Network designed a media and PR programme to reach into and beyond the craft beer community at every stage of the competition. From the call for entries to judging, we unearthed and shared stories that showed consumers these were results they could trust and get excited about – no matter their existing beer knowledge.

The release of this year’s almost entirely New Zealand-made Top 30 list coincided with the country’s Covid-19 recovery, requiring swift changes to the usual tactics and targets, and launched alongside New World’s Buy NZ campaign, making it an especially important time to champion local producers. More than 70 national and regional media clips were generated during the four week winners promotion period alone and influencer support and social conversation reached its highest point in the competition’s history with support from Network’s ongoing sampling and relationship building efforts.

Results:

  • 104 media clips over five months
  • High impact broadcast coverage on Seven Sharp, Newstalk ZB, Magic Talk and Radio Hauraki
  • Winning brewers and beverages featured in major outlets across New Zealand including on the front cover of Hawkes Bay Today Indulge, and coverage in NZ Herald, Otago Daily Times and Marlborough Express
  • 50% increase in social influencer support on previous year