Tim Rozmus

Brooklyn Brewery: Create Space & The Stonewall Inn IPA

Project:

Beer As A Tool For Social Change

When The Stonewall Inn built The Stonewall Inn Gives Back Initiative (SIGBI) in 2017, they approached The Brooklyn Brewery to brew a collaboration beer for their launch. The partnership has grown since then, including the introduction of The Stonewall Inn IPA as a year-round beer and the launch of the Create Space campaign.

Create Space uses the Brooklyn Brewery platform to share the work of grassroots LGBTQ+ activists around the world. Their messaging occupies a permanent landing page on the Brooklyn Brewery website and a constant position in their social media mix – regardless of trolling comments.

I’ve been fortunate to be involved since the beginning, first as Brooklyn Brewery’s Content Marketing Manager and currently as their consultant Senior Copywriter. We even marched with The Stonewall Inn’s float during the 50th Anniversary of Pride. It is an honor to shape the messaging and digital strategy of this partnership.

Our hero video for the Create Space campaign.
Our “Drink Something Else” post is the Brooklyn Brewery’s most-engaged post of all time. We took it further as a paid post, targeting areas within Brooklyn Brewery’s distribution that had pending anti-trans legislation and other hateful activity so we could reach the people that needed to hear it most.
Another key post for our organic and paid strategy, “Why We Still Won’t Stick To Beer” was an updated response to the negative comments we saw on our own channels.

Company:

The Brooklyn Brewery

Contributions:

Messaging & Copywriting

Digital Presence & Strategy

Social Media

Photo & Video Production

Partner & Event Support