Case Study: Bad Tattoo
Craft Brewery “brews” for Canadian Communications Agency
Communications agency dHz Media Inc. announced a new six-month partnership with Penticton-based Bad Tattoo Brewing Company. This was the first time the craft brewery signed on with a media relations agency since its conception in 2014.
dHz Media worked closely with Bad Tattoo to raise the profile of the brewing company within the Okanagan and greater western Canada regions. Its media relations services focused on communicating the milestones of the business and helped the company achieve its business objectives.
“Our presence in the Okanagan for more than 10 years puts us in a great position to promote Bad Tattoo’s key success and milestones to its local market.
Having previously worked with wine festivals, we understand the food and beverage market. We’re thrilled to have another opportunity to exercise our creativity in this field”
– Scott Henderson, Managing Director of dHz Media
dHz Media helped drive branding for Bad Tattoo and developed a consistent stream of strategic public relations campaigns which were designed to evolve and identify new growth opportunities with bars, restaurants and liquor stores.
Specializing in ski resorts as well as real estate, dHz Media worked with Okanagan Wine Festivals to successfully help to promote the Mile High Wine Tasting as part of the Silver Star Summer Wine and Food Festival, in 2012 and 2013. It has also worked with food and beverage teams at Panorama Mountain Resort to promote signature beverages and culinary experiences. This was the agency’s first time working with a craft brewery. The union came at a time when Statistics Canada released new information indicating that 20 per cent of beer sold in British Columbia is craft beer. This suggested that there was great potential for growth for micro breweries (Statistics Canada, 2013).
“Award-winning Bad Tattoo has exemplified a number of great successes to date. With the uprising of the craft brewing industry, we see a lot of potential for us to creatively promote its upcoming milestones”
– Scott Henderson
In its first year of operations Bad Tattoo achieved great success, which is evidenced by the awards it received for its quality brews. Bad Tattoo received two silver awards from 2015 Canadian Brewing Awards for Best North American-style Amber Lager and Belgian-style Abbey Ale. It was also awarded four gold medals in the Oyster Craft Beer Competition in Osoyoos in April, for Best Pilsner, Best Lager, Best IPA and its Berliner Weisse took home gold in the Best Weird Beer category.
Penticton-based Bad Tattoo is under the ownership of the Agur and Lewis families that have backgrounds in commercial and home brewing, hospitality, food, wine and spirits. Its five beers flagship beers are available year-round and new seasonal brews are regularly added to the mix. Its brews are sold and distributed in the Okanagan and throughout western Canada.
Founded in 2001 by Scott Henderson, dHz Media Inc. has supplied services in strategy development, market research, public relations, media relations, digital and social media marketing and advertising and sales to numerous clients across western Canada. dHz Media has worked with numerous resort destinations and developers, with past and current projects in the Okanagan, Columbia Valley, Vancouver Island, the Rocky Mountains and Calgary.
“dHz Media brings proven strategic public relations expertise to the table that will help raise our brand awareness. Its team will help up our ante when it comes to differentiating ourselves in the marketplace”
-Lee Argur, Manager, Bad Tattoo Brewing Company.