Cruisin with Harpoon

The beer industry has been changing rapidly in the last few years. Import and Micro-brews are controlling a larger portion of the market and the large beer companies are losing business. One of the first companies to start their own micro-brew is Harpoon. Their company is now the largest craft brew in New England. In an effort to thank the customer they have embarked on a guerilla marketing plan.

They travel around in a moving van with a large logo on the side of it and stop at the locations that first sold their product. They make stops at local bars and restaurants that helped enlarge the company. Their stops will increase awareness of their beer and improve people’s perception of the beer. They will see that the company is giving back to the consumer and is truly grateful for the business.

Harpoon also sponsors bicycle teams, the Pan-Mass challenge Jimmy Fund bike race and some road races and festivals. They choose to sponsor these events because they can’t compete with Budweiser or Coors in conventional advertising.