Long Hammer Pale Ale Extends Its Reach

CHICAGO Long Hammer IPA, an India Pale Ale, is rolling out its first ad campaign this week under its new name. Formerly known as Red Hook IPA, the Redhook Ale Brewery product is being reintroduced as “The hoppily drinkable IPA” via TM Advertising, Irving, Texas.

The execution in print, radio and online delivers the message that Long Hammer is “refreshingly smooth” and highlights the brew’s unique bottle design, according to the agency.

Print ads are hitting beverage publications like Draft and Imbibe and regional magazines in the Northwest like Seattle Metropolitan. Placement also includes lifestyle magazines in the Northeast, and radio will air in select markets. The budget was not disclosed.

Long Hammer IPA debuted on the West Coast last year and has since found its way to the East Coast thanks to having breweries in Woodinville, Wash., and Portsmouth, N.H.; a distribution alliance with the Anheuser-Busch wholesalers network; and the Craft Brands Alliance, a joint sales and marketing venture with Widmer Brothers Brewing in Portland, Ore. Last year, Red Hook shipped 198,000 barrels, up 2.5 percent from 2005.

“Long Hammer has been tremendously well received by consumers since we launched the brand earlier this year,” said Danielle Katcher, Redhook brand director for Craft Brands Alliance.