Work Beer had a strong first year for its maker, Williamsville Brewery, marking its anniversary as the top-selling brand among the microbrewer’s 24 labels.
“We’re going to expand it to other states,” said the brewery’s owner, Bob Cabaniss, from Richmond, Va., where both the beer maker and the agency that licenses its name to the beverage are based. “Right now, we’re in Virginia and both Carolinas. We will break before end of third quarter, shooting for June, in Florida and Georgia . . . guaranteed.”
The brand, created, packaged and advertised by Cabell Harris, founder of the ad agency Work and a member of Ogilvy & Mather’s creative syndicate, has sold 20,000 cases since its launch last June.
“We were their top beer and we did it in only seven months,” said Harris.
“The packaging is fabulous, the advertising is very good, the beer is good,” said Cabaniss. “It’s a mainstream beer, not a porter or a stout. It’s a lighter beer, with a little more body than a Bud.”
–T.W. Siebert