AJ’s Beer

Beer Distributor Sees a 60% Increase in Sales with Entercom Contest-Based Campaign


AJ’s Beer Warehouse had been open a little over a year. There are some established competitors in the market, including Wegmans Supermarket, which offers a wide selection of craft beers in all of its stores. The client’s objective was to increase sales at the store level, while also increasing Facebook and website engagement.


Entercom Rochester put together a multi-platform annual campaign comprised of on-air radio commercials, social media posts, direct-to-consumer emails and on-air giveaways. The kickoff to the campaign was “Sweet Sipsteen,” a contest created for the client to align the passion people have for beers with NCAA brackets. Listeners voted on which beers would advance until there was a champion crowned. The contest winner received a gift card and merchandise to AJ’s.


As a result of this campaign, AJ’s Beer Warehouse saw a 60% increase in sales compared to the previous year, along with growth in Facebook fans and website traffic. The client was pleased with the campaign’s ability to reach the goals.


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