Alexander Gaza
Border Beer is the story of a beer bottle that became a medium to tell a story
about a beer bigger than the beer itself. In 2018, incendiary kites turned
Gaza’s border area, where most of Israel's wheat is grown, to ashes leaving
Israeli farmers destitute. Alexander - a boutique brewery that relies exclusively
on Israeli wheat to make its beer - had to do something. With almost 0 budget
to spend compared to our competitors (Big local&international beer brands),
we realized creating a special edition bottle as media would be the key success
factor in creating a campaign no Israeli could ignore.
While a relatively
small brand, Alexander understood they had the power to bring the plight of the
Southern border farmers to the entire Israeli audience and enlist them into
creating a positive impact. So we created "Gaza Border Beer" – a
limited edition beer whose proceeds would be given back to farmers to regrow
their fields.
Israelis being a
very solidary people (something they learned from the army) we knew they would
rally around our cause. The bottle acted as a carrier for our message which was
amplified the more Israelis shared it with their friends on social media and
chat apps.
Alexander Gaza
Border Beer became a PHENOMENON.
The press covered
the campaign extensively (3.5M$ earned media, 16M total reach)
Israelis endorsed
the initiative instantly - THE BEER SOLD OUT IN WEEK.
Alexander sold more
beer in 1 week than it sold in the past 6 months.
+1600% online sales
in the first week.
Israelis’ demand for
the beer was so high we had no choice but to make more - so what started as a
limited edition beer became a permanent product line.
So far we gave back
to the farmers 70,000$ and counting - enough to replant 30% of the burnt fields
and create 1.5M$ revenues for next season.
Brand awareness
increased by 300% and the brand is now the 3rd most known beer brand in Israel
(leaving Carlsberg, Tuborg, Stella Artois, Corona and many more international
brands behind)