Going to 11 with Ratio Beerworks: A Denver Craft Brewery Media Relations Case Study
- Apr 17
- 2 min read
Why Media Relations
Ratio Beerworks celebrated their 10th anniversary in February 2025 without a celebration or event worthy of a decade of award winning beer, a founding member of building RiNo arts district and integral part of the Denver Colorado art/music scene. We collaborated with them in advance of going to 11 in 2026 to reinforce their place in Colorado craft beer as they invested in distributing their beer and bringing the punk rock DIY vibe of their original RiNo taproom to a second taproom and taphandles and liquor stores throughout Colorado.
Media Relations Priorities
Strategic Priority #1 was the Colorado beer drinker. We reintroduced the brand to Colorado media through the brewery’s acceptance of the RiNo Arts District’s Creative Business Award. We aligned their community impact program’s support for the Colorado music and arts scene and reinforced their award winning beer, offering media samples and invitations into the taproom as our initial outreach.
Our second priority was to establish Ratio’s sales growth success story within industry publications, reinforcing their annual business plan with distributor partners and earning retailer confidence and shelf space and tap handles through earned industry media features.
An Authentic Media Relations Narrative
It was time to turn it up to 11 in Colorado and recap their commitment to Denver’s music and arts scene and throwdown with a celebration of a decade of great beer and good times hosting media and 11 bands over multiple days at both of their taproom locations and gaining them local media features.
We aligned their core roots in punk music and 11 years of craft beer credibility, successful distribution strategy, and thought leadership articles in industry press to tell their story Nationally with the launch of No Shade Pilsner into Colorado distribution. We introduced the launch of the beer with a National virtual sampling effort across their full portfolio of core beers that many reporters outside of Colorado have not had the chance to try them. We hosted a dozen writers developing relationships with the brewery and securing opportunities for ongoing pitching and earned media placements.
Colorado Consumer Earned Media Highlights
National Consumer Earned Media Highlights
Beverage Industry Earned Media Highlights
Media relations is a long-term strategy and this is simply the strategic re-introduction of the Ratio Beerworks story, reinforcing their role in Colorado’s craft beer scene and expanding brand awareness statewide and to the National stage in a very short amount of time. The stage is set, it’s time for the next song.
TIU Media Relations Links
2025 Turn It Up Media Relations Highlight REEL - Link
2024 Turn It Up Media Relations Highlight REEL - Link
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