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Launch

Anchor Brewing: A Brewing Icon Raises Its Digital Anchor

Results

Increase in Site Visits: +83%

Increase in Unique Visitors: +72%

Increase in Page Views Per Visit: +85%

Facebook Community: 13,000+

Google+ Community 3,800+

Twitter Community 12,000+

Awards

The web experience is amazing. It meets the objectives of defining Anchor’s personality and providing an informative, engaging and entertaining experience. Lynn Lackey, Anchor Brewing Company

Those who know them may know only of their signature brand, Anchor Steam. But Anchor Brewing is a brewcraft icon and innovator on many fronts, with legions of loyal fans. They started in San Francisco 115 years ago. And since then, they’ve inspired what is now known as the craft brewing industry. Their web and digital environment goes a long way to giving an esteemed company the credit it deserves.

The Anchor Brewing Website
Like their beer, this site combines rich history and traditional process with some state of the art touches. Dramatic imagery from Anchor’s archives is used throughout. A drop-down “beer shelf” helps you navigate between beers using the bottles, a “Beer is Social” tab integrates to/from social media channels to make the website a hub of activity. It’s all constructed using the latest technology brewcraft, some fancy javascript, which allows you to do things like navigate between images by pushing buttons or just scrolling. A new blog is set to roll out to house more history and brewcraft content than ever. Behind it all, a content management system

Social Media (Facebook, Twitter)
Anchor’s social media strategy has already tapped into significant latent demand. It turns out Anchor already has thousands of fans on Facebook that have been waiting patiently (on sites setup independently to celebrate Anchor Steam and Anchor Brewing) for Anchor to jump in. Anchor’s Facebook and Twitter presence inspired thousands of new followers in the first 2 weeks after their first ever post (“Anchor Brewing started in San Francisco 115 years ago. Then we started in social media 107 characters ago.”) Now, Anchor’s set to socialize with Anchor fans everywhere through both channels, and sharing a steady stream of FINE-generated Anchor updates and content including a calendar of new content and promotions. A new Facebook tab will be launching within a couple weeks.

In all, the Anchor digital presence is a significant step toward bringing this venerable brand to life online in multiple ways (with their distilling and corporate sites to follow). Put simply, it sets the standard for Anchor’s industry, just as they’ve always done with their products.