SERVING UP NEW BREWS TO THE TRIANGLE

Mims Distributing Company came to BAERING with a desire to expand its reputation as a market distributor of choice for new and established beer and wine brands. Through the launch of a publicity campaign, we sought to expand the Mims footprint on a local, regional and national level.

BAERING developed and implemented a media relations plan that promoted Mims’ commitment to sustainability, civic engagement, award-winning business practices, and its impressive list of brews and wines. In addition, BAERING increased key stakeholder engagement through social media management and promotion of the “Tales From The Cask” podcast, which highlighted current events and trends in the beverage industry.

BAERING’s strategic approach proved to be helpful in securing 25 new breweries and 16 new winery partnerships for Mims, and included:

• Social Media – Knowing that the Triangle market is social-savvy and relies heavily on the recommendations and information shared across these platforms, we created a robust social media strategy for both the Mims Distributing account as well as the Tales from the Cask podcast account. To further educate the craft beer-crazy public, our content strategy included creating short videos on how to pour the perfect beer or how to clean a beer tap line. This enhanced social media presence resulted in increased market awareness, as well as captured the attention of future, prospective brewery and winery partners.
• Sales Support – As Mims continued to engage in conversations with new, potential brewery and winery partners, the need arose to best prepare their sales team on how to communicate Mims’ differentiators. We worked closely with the sales team to create collateral and presentations for new parternship meetings as well as conduct presentation trainings on a regular basis.
• Media Relations – Our strategic communicaitons approach implemented a comprehensive media realtions strategy. As a result of a robust media relations push, Mims won the 2015 Public Affairs Award, awarded by National Beer Wholesalers Association for innovative marketing and public relations efforts, which included such efforts as the distribution of the award-winning Tales from the Cask podcast, appearances on local television stations, articles in newspapers and magazines covering the company’s story, business innovation, commitment to sustainability, and press releases announcing new brewery and winery partners.