Our team adopted a multi-faceted integrated campaign to engage with breweries directly and to leverage consumer trends at the time i.e. staycations, supporting local producers and mapping experiential content. We devised the first database for Irish craft beer (www.irishbeer.ie) and throughout our communications tactics, profiled individual breweries and their product ranges, highlighted the provenance of each brewery and delivered accessible and educational content to inform consumers of the variety of flavours and styles of beer available with the aim of driving perception within the category. In doing so, we were able to demonstrate the vibrant and thriving Irish brewing industry where quality, innovation and a passion for the craft are at the heart of its continued success.