We transformed Keystone Light from an interchangeable economy beer into the centerpiece of summer Beer-BQ moments - driving incremental sales, larger baskets, and stronger retailer partnerships.
CHALLENGE
The Economy Light Beer category is highly interchangeable - products look alike, taste alike, and are priced similarly. For Keystone Light’s no-nonsense, hardworking shopper, beer shopping is a fast, habitual task, especially in summer when heat increases urgency and fatigue. As a result, Keystone Light risks being overlooked both on shelf and during last-minute trips, losing share, basket attachment, and relevance in high-intent moments.
STRATEGY (ACTION)
STRATEGY (ACTION)
We designed Beer-BQ, a 4-week national and focused retailer-led shopper ecosystem that embeds Keystone Light into backyard grilling, the most relevant and repeatable summer ritual, across both planned stock-up missions (Walmart) and impulse, on-the-go occasions (Circle K).
By aligning in-store visibility, retail media, heat-triggered messaging, and shoppable content to the national campaign, Beer-BQ connects inspiration to purchase at the moments that matter most.
By aligning in-store visibility, retail media, heat-triggered messaging, and shoppable content to the national campaign, Beer-BQ connects inspiration to purchase at the moments that matter most.
RESULT
Beer-BQ transforms Keystone Light from an “bring anything” economy beer into the go-to summer BBQ beer, driving incremental volume, larger baskets, and repeat purchase.
It delivers a win-win-win:
Shoppers: Reduces choice confusion, rewards weekend ritual, and provides bragging rites
Manufacturer: Anchors beer in cultural, high-intent moments, increases category share, and recruits new-to-brand buyers
Retailers: Larger baskets, increased trips, and cross-category sales tied to beer-led stock-up and impulse missions
