SITUATION
Lakefront Brewery, Inc. started in 1987, and is one of the oldest microbreweries in Wisconsin. Boelter + Lincoln helped Lakefront develop and launch it’s first new beer in 18 months, Wheat Monkey.

GOALS & OBJECTIVES
- Raise awareness and brand recognition for the beer in the Milwaukee market
- Ultimately, see Wheat Monkey make up 35 to 50 percent of total beer sales
- Sales of 5,000 to 7,000 barrels of Wheat Monkey in the first 18 months of launch

IMPLEMENTATION
B+L helped Lakefront launch Wheat Monkey in the Milwaukee market through a series of launch parties held at three local bars. B+L also developed Facebook and Twitter accounts specifically for Wheat Monkey, and issued a news release and a social media release for local and trade media.

RESULTS
- Wheat Monkey Ale was Lakefront’s #1 seller at the Locust Street Festival and at Summerfest
- Wheat Monkey Ale has been Lakefront’s #2 beer in monthly sales since the launch
- Gained 93 fans on Facebook and 128 followers on Twitter in the first 2 weeks
- Coverage in key media outlets such as the Milwaukee Journal Sentinel and Draft Magazine
- More than $397,775 in ad equivalency value and 4,948,551 impressions in the first 6 months