Here’s the truth: some businesses are more fun to write about than others. Their very nature inspires the content right out of you onto the page. A brewery like Ruby Valley Brew is right at the top of that business list.
Amanda, owner of Ruby Valley Brew, had an interesting predicament on her hands. She was an out-of-stater opening a bar in a small town where being a local meant everything. The brewery was located in the kind of Montana town that feels more like a movie set than real life—from cowboy hats that get tipped to passerby, to its lack of stoplights, to its local gossip. For Amanda and the brewery, this meant the right messaging was imperative.
We decided to focus as much of the content as possible on being a local. We made sure the beers were named after local landmarks (even some local inside jokes) and named their rewards program after being a local. The messaging was woven with language the patrons, made mostly of farmers and cowboys, could appreciate. The brewery was positioned as the place to hang your hat and kick the dust off your boots after a hard day’s work. We talked about integrity, pride, and grind—all values the community had carried with it for generations.