The UK’s largest independent brewing company, Wells & Young’s have appointed Tug to help push the launch of its new product McEwan’s Red. Tug’s Social Media team have been tasked with outreaching to a younger target audience, primarily in Scotland, and aim to interact with them to not only rejuvenate the brand, but to create a community of established McEwan’s ale drinkers.
By launching a McEwan’s Beers Facebook Page, Twitter profile and YouTube account alongside a competition, Tug plan to nurture and grow these communities, increase engagement and reach, and drive trial of the new product, McEwan’s Red. Facebook adverts targeting this demographic will also help to build the community. Ben Romberg, Social Media Director at Tug said “We are delighted to be launching McEwan’s social media presence to promote their new beer McEwan’s Red. Platforms like Facebook and Twitter are ideal channels to engage with consumers and are a great way of achieving measurable brand awareness.” Tara Karimian, Brand Manager for McEwan’s said “Our new Facebook and Twitter presence provides a fantastic channel to the take the McEwan’s message to a new audience as well as bringing the brand firmly into the 21st Century. There has been a real appetite from drinkers to connect with the brand and within the first week of launch more than 1,000 people had liked the McEwan’s Beers Facebook page. We are delighted to be working with Tug and will be using the social media platforms to encourage people to share their McEwan’s Red experience by uploading their photos and videos to create a real sense of community and drive conversations".
Wells & Young’s boast some of the nation’s favourite beers such as Bombardier, Young’s, and Estrella Damm. The company was founded in 1876 by Charles Wells in Bedford and remains a family business today. In 2011 the brewery acquired the portfolio of much loved Scottish beer brand McEwan’s.
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For more information please contact Hannah Melbourn @ Tug ( or 0207 033 6933)
About Tug: Tug is an award-winning, Shoreditch-based digital media agency, specializing in search and social. Founded in 2006, Tug is an original silicon roundabout company that breaks the mould by taking a left-brain-right-brain approach to social media, SEO, PPC and display. The agency’s bespoke creative search marketing programme builds brand awareness, new media opportunities, lead generation, strong ROI and business growth for diverse clients like Aon, Wonderbra and Dairy Crest. Tug’s ability to combine robust planning and execution with creative ideas and technology has earned the agency seats on both the IAB and DMA search marketing councils. Services include: SEO, social media, PPC, display, RTB, affiliate management, analytics and conversion optimisation.

Published on: 12:49PM on 19th December 2013