Wolf’s Ridge Brewing is a key player in Columbus’s burgeoning craft brewery scene. As new breweries and distilleries continue to open around town, Wolf’s Ridge’s owners recognized that PR would be critical to separating themselves from the rest of the pack, while distinguishing Wolf’s Ridge as one of the highest quality and most innovative restaurants and breweries in Central Ohio.

Concept

Wolf’s Ridge enlisted Geben to launch an ongoing PR program focused on:

  • Establishing Wolf’s Ridge as the destination for locals and tourists alike that ultimately unites the entire craft beer community
  • Creating awareness around Wolf’s Ridge’s Tap Room as a dynamic event and happy hour space
  • Underscoring Wolf’s Ridge’s unique and innovative approach to craft brewing
  • Generating buzz around brewery news, new beers and seasonal offerings

Execution

In the beginning, we pitched a variety of stories that underscored Wolf’s Ridge’s key messages and goals, such as highlighting how they experiment with craft beer infusions and the nuances of their brewing process. We also crafted storylines around specific menu items and events, like pushing people to try new and different proteins featured on Wolf’s Ridge’s menu (even rabbit!) or inviting media to sensory panels to taste and test various batches of beer. Additionally, we spent time building relationships with local reporters to understand the types of stories they wanted to tell and how the Wolf’s Ridge team could provide insights they needed. Lastly, we leveraged social media to strengthen relationships with reporters and identify additional media opportunities.

Results

Having laid the foundation through these early tactics, we were able to generate significant buzz when Wolf’s Ridge expanded its kitchen and taproom in November.

In a little over six months working together, Geben has secured 26 placements for Wolf’s Ridge Brewing, including Columbus Crave, Stock & Barrel, 614 Magazine, Columbus Alive, Good Day Columbus, Drink Up Columbus, and Craft Brewing Business, among other local and niche publications. Thanks to these placements, Wolf’s Ridge has been gaining national attention for setting the bar high in the brewing and restaurant world, with recent mentions in USA Today, Wall Street Journal and Brit + Co.

All of this media momentum has clearly paid off: Wolf’s Ridge was named one of the top five restaurants in Columbus in 2015, and has plans to continue expanding and innovating this year.