For more than a decade, Jolly Pumpkin has brewed its signature barrel-aged, sour ales for the enjoyment of beer enthusiasts around the world. Based in Dexter, Mich., the beer brand operates a tap house onsite at the brewery, as well as five brew-pub concepts in Michigan and one in Chicago, Ill.
Jolly Pumpkin first partnered with Franco to support its Detroit brewpub grand opening and quickly retained the firm’s services to support the brand’s other locations. Jolly Pumpkin made its way to Beer City USA – Grand Rapids, Mich. – and retained Franco’s services to support the brewpub grand opening project with media relations and event coordination.
Franco’s program included:
- Developing custom media materials designed to showcase Jolly Pumpkin’s decision to open a Grand Rapids location while capitalizing on the uniqueness of the beer and brewing process.
- Planning and coordinating a preview event that provided members of the media with a first look and taste of the new restaurant.
- Facilitating interviews for Jolly Pumpkin CEO Tony Grant highlighting the brand’s launch into a new market.
- Coordinating guest lists, invitations and onsite registration for the VIP charity preview benefiting local charity, Ele’s Place.
As a result of Franco’s program for the brewery grand opening, 20 reporters attended the preview, resulting in more than 50 placements announcing the brand’s arrival to Grand Rapids.
