This isn’t really a “case study”, but a good example of a company that really enjoys using video to talk about their love for what they do. Ignore, for a moment, what they do as a company (some people don’t like beer…go figure) and concentrate on what they say about who they are and what they sell.
Stone Brewing Company is a California based craft beer company that specializes in strong, unique ales. Their owner, Greg Koch, is quite a personality in himself, as are most brewery owners. Greg believes passionately in his company and in the beer industry as a whole, and he is constantly trying to push the boundaries of both beer making and the perception by the general public of the craft beer world. It’s not just a bunch of stuck up beer snobs. It’s not the stereotypical can crushing redneck. The craft beer world is full of wonderful characters who care so deeply about their craft that they’ll travel around the world to find the newest and best ingredients that raise the bar on beer. Yes, it really is all that.
But writing about this isn’t what gets people riled up and excited. It isn’t what shows the true personality of the people behind the beer. It isn’t what makes me want run to the liquor store as fast as I can and search the beer cave for an Oaked Arrogant Bastard Ale. No, what gets me going, and what ultimately made me aware of and then a fan of Stone Brewing was the video blog. The engagement by Greg Koch, his personality shining through, his likability (with just a hint of arroga…..I mean, confidence) are what made me want to buy his beer.
See for yourself. The first videos I watched from Stone Brewing (shown in the embedded player above) were about a trip they took across the Atlantic to Norway and Scotland for a special limited edition collaboration beer with Nøgne-Ø. Produced by RedTail Media, these fantastic videos show not only the unique partnerships found only in the craft beer world, but also the passion and fun that these guys have when they’re making the beer.
Stone splits their videos (and duplicates many) between YouTube and Vimeo, likely due to the advantages of both services. Interviews, behind the scenes, Q&As, and even an apology make up the Stone Blog/Vlog portfolio.
What does this prove? I don’t know what kind of ROI Stone gets from the videos. I do know that they are one of the most popular breweries in the U.S. I do know that they keep pumping out videos of varying production value over, and over, and over. I do know they dropped some coin to produce a couple of their vidoes, including the one above. And I do know that I would likely never have tried any of their beer had I not gotten so invested in them because of those videos. Not only am I a fan of the beer, I’m a fan of the company too.
What’s that kind of loyalty worth to you?