Tribe Breweries


  • Tribe Breweries is the leader in innovative high-quality craft brewing in Austral-Asia, and home to the largest number of craft beers in Australia. They also share their capabilities with other growing artisan brands through contract brewing partnerships.


  • Although Tribe has recently experienced rapid growth and success, they have no brand presence in any of the craft beer channels that exist. As the number of potential competitors increase over time, Tribe employed Agent99 to increase brand awareness and corporate brand building.


  • To increase brand awareness and collateral for Tribe Breweries, Agent99 suggested the following strategic and integrated approach.


  • Agent99 was tasked with communicating Tribe’s rebrand from BrewPack, developing and executing a comprehensive social media plan, creating content for their new website and releasing a series of announcements that highlighted key milestones and growth ambitions.


  • Agent99 achieved fantastic results for Tribe in the first month of the campaign


  • 19 pieces of media coverage was achieved, against the KPI of 3-5


  • Audience reach of 2.83 million, 14 x the KPI set

  • To reach the commercial and trade target market, Agent99 secured coverage with top tier media including The Daily Telegraph, Sky News Business, Beer and Brewer and Brews News.


  • Agent99 also reached their KPI of completing Tribe’s website copy by end of the month

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