Media Relations Case Study
Idle Hands Craft Ales
In the summer of 2015, Massachusetts nanobrewery Idle Hands Craft Ales was forced out of its location due to the Wynn Casino’s purchase of the land. The brewery had to brew at other facilities until it moved into its new location eleven months later, but had no physical location where customers could taste their beer during that span – a big challenge for a brewery. Idle Hands enlisted KYC’s help to earn Boston area media coverage during that eleven month period and to promote its new location upon opening.
KYC developed a number of storylines that could keep Idle Hands in the news and that were not dependent upon new beers being offered since brewing production decreased drastically while guest brewing at other facilities.
KYC secured 28 pieces of coverage for Idle Hands during the eleven month period from closing its old location to opening its new location. For comparison, Idle Hands earned only two pieces of coverage in the entire two years prior to working with KYC. Coverage appeared in publications such as the Boston Globe (including three articles in the print version), Boston Magazine, BostInno, Boston.com, and the Boston Business Journal.