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Leinenkugel targets Ohio drinkers
The Jacob Leinenkugel Brewing Co. is showering Ohio with plenty of love. The Wisconsin brewery — maker of Summer Shandy and Sunset Wheat — is running city-specific television ads in the Cleveland, Cincinnati and Columbus markets.
While pumping up the Leinenkugel brand, the Cleveland TV ad has references to Jacobs Field, the Cleveland Browns and LeBron James’ decision to take his talents to Miami. Meanwhile, Columbus and Cincinnati viewers get references specific to those communities, including the Ohio State Buckeyes, Columbus Blue Jackets, Fountain Square and Cincinnati Reds. The ads are running during sporting events.
The brewery has used the advertising technique successfully in Wisconsin and Minnesota to generate interest in its beer and thought why not do a similar campaign in Ohio, said Thomas Jacob "Jake" Leinenkugel, president of the brewery, which is a division of MillerCoors. Leinenkugel decided to target Ohio after noticing a spike in interest in the state and seeing an increase in the number of Ohioans visiting the brewery in Chippewa Falls, Wisc., Jake Leinenkugel said.
"Ohio, besides Michigan, is our fastest growing market outside the upper Midwest," he said. Leinenkugel is distributed in 38 states. The brewery launched some Ohio ads last year and started new ones this year as part of its "Join Us Out Here" campaign.
MillerCoors bought Leinenkugel in 1988. Jake Leinenkugel, who's partial to Leinenkugel Creamy Dark, said the small brewery has autonomy from MillerCoors. "It's the best of both worlds," he said. "We're still small. We're still family run."
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