Edgewood Craft Beers

Description

There is a large group of members at Edgewood that love craft beers and besides having an impressive beer list, what better way than to have actually have your own Edgewood Beer? This has given us something that no one else has and we can say is “ours”. While there are many options when it comes to joining country clubs, we wanted Edgewood to be unique in ways that others are not!

Implementation

A local brewery was contacted regarding our idea and agreed to brew two beers exclusively for Edgewood,. A focus group of members was taken to the brewery for a tasting in order to determine what style of beers that they would be. Once that was decided, the process started to market the idea to the members. We engaged them by encouraging them to submit names for the two beers. The submissions were narrowed down to 10 by management and then voted on by members with the top two being chosen. The members whose name submissions were chosen received an “Edgewood Beer” gift package. We then designed labels for our cans and had them at the pool and paddle and tennis courts, on the golf course, and in areas of the clubhouse, as well as them on tap in our member’s restaurant.

The engagement that happened between members during the naming was the most fun to watch. We witnessed members who normally may not talk to each other bouncing names off each other and talking about how this was really great. We unveiled this with a few different tasting events and went through our product so fast that the brewery could not keep up with our demand. For next year, we will be using two different breweries, to help expand this concept!