Re-Cycling

The Brief

Provide PR and influencer support to brewery Small Beer Brew Co. that challenges the drinks industry with a high-quality, low-ABV beer alternative for those looking for great taste, without risking a next day hangover. We helped launch a limited edition 100% recycled cycling jersey, with 100% of profits going to MIND mental health charity.

Campaign Execution

The Space Between devised and executed a targeted PR campaign to place the jersey and essential messages on the feeds of key media and tastemakers in the cycling and fitness industry.

To aid our sell in and drive coverage in wider media titles, we also worked with Small Beer to curate a Father’s Day bundle featuring a jersey and beer selection, which was sold to coincide with the raft of media gifting pages focused on Father’s Day.

To engage with Small Beer’s audience we also created a Strava competition which challenged the beer and cycling community to ‘draw’ Small Beer’s iconic stubby bottle, for the chance to win a crate of beer.

Results 

We surpassed all KPIs for the project by landing 12 pieces of media coverage and five pieces of influencer engagement for Small Beer, reaching a combined audience of more than 600,000 cycling enthusiasts and establishing Small Beer as a significant low ABV beer alternative.