By James Wells
Little Creatures has increased its marketing focus on the Sydney market in 2012 after signing a two-year sponsorship of the Sydney Film Festival in conjunction with a range of other arts-focused events to increase the awareness of the craft brewing brand.
"Little Creatures has a long-standing history of supporting the arts community and it is something we have always done, but possibly more in other states. We are concentrating more on the Sydney market at the moment, as we feel the time is now for craft beer in Sydney," the brand's head of creative development & marketing, Miles Hull, told TheShout.
"We have been in the market for 12 years this year and Sydney has been sluggish in comparison to other markets from a craft beer perspective. There are now other players in the market so it is almost like a critical mass has helped awaken the Sydney market and as a result given the trade a lot more confidence in the segment."
"The trade have now started to feel as though they should start stocking craft lines and giving them some space. It is great that this is starting to happen in Sydney as previously this market hasn’t been as interested in craft beers as other major cities have been," he said.
To capitalise on the potential within the Sydney market, Little Creatures has announced a two-year sponsorship of the Sydney Fiilm Festival, which will incorporate the 60th anniversary in 2013.
According to Sydney Film Festival development manager, Leigh Brezler, "for the next two years, the SFF community will enjoy Little Creatures beers and Pipsqueak ciders at many locations, including our new pop up bar at Sydney Town Hall, our festival cinemas and partner restaurants. Little Creatures’ commitment to the community and enthusiastic support for the arts and cultural organisations makes for a perfect fit with Sydney Film Festival’s audiences, who appreciate quality, authenticity and most importantly, a great-tasting drink," she said.
Little Creatues has also extended its sponsorship of the Jurassic Lounge at the Australian Museum in Sydney for another 10-week season starting on 31 January. Jurassic Lounge attracts between 1,000 and 2,000 people each night who receive a complimentary drink on arrival and features Live DJs, improv, comedy, burlesque, silent disco and a crafts room in various areas of the museum.
According to event director Matt Ravier of The Festivalists, the Jurassic Lounge targets people aged 18-35 wanting a more varied nightlife experience that "sits in the middle between pub culture and theatre".
Little Creatures is also continuing its relationship with Circus Oz, which was first developed during its Melbourne season before the event moved north for the current Sydney Festival. It will also be supplying beer and cider to five pop up bars in Hyde Park during the official Australia Day events in Sydney later this month.
Hull said that while the focus of the brand activations remains on Little Creatures, there is also additional exposure leveraged for the White Rabbit and Pipsqueak ranges.