FAIL: Hops and Dreams: The Beer That Nobody "Cheers'd" To

Rachel Auty, head of marketing at Brew York, discusses the brewery birthday celebration that featured collaborations with international breweries like Lervig and Hidden Springs, creating six beers with a Eurovision tie-in called "Collabivision." What seemed like marketing genius internally received a lukewarm public reception, teaching them valuable lessons about keeping messaging focused and straightforward. • Timed release with Eurovision in the UK and called it "Collabivision" • Cre...