Rivera’s children has a new brand of beer. Lupia joins the family, formed by Estrella Galicia and Cervezas 1906, with a drink proposal made entirely with Galician hops grown by the company itself and with a marked identity linked to the commitment to origins, agricultural revitalization and positive impact. All of this is decisive for a positioning that is being reflected in its go-to-market strategy and communication.
Lupia has been making itself known since the beginning of September with a social content strategy devised by the PS21 and Meme agencies. The objective is none other than to generate notoriety and consolidate the brand personality with the focus on its natural and organic production, as well as beginning to position Lupia in the natural beer industry.
For this, communication is praising and claiming its main ingredienthops. From Hijos de Rivera they explain that the Lupia project dates back to 2004 “as a way to pay tribute to the founder of the company who at the beginning of the 20th century had introduced this crop in Galicia, specifically in the Betanzos area”. He assures that he has worked with researchers and farmers to reintroduce and expand hop cultivation in the region, and guarantee their quality and authenticity.
Lupia’s social strategy
The strategy is intensely linked to the Galician fields, and gives prominence to local and sustainable development of the harvest from which the beer is made. As the agencies explain in a statement, the narrative has developed around the creative concept “Everything for hops” which is expressed with a protesting and non-conformist tone, but also informative.
Thus, in instagram Lupia’s description is “We don’t plant hops to make beer, we make beer to plant hops”; while in TikTok is “We are a beer that doesn’t talk about beer.” On the other hand, in x -formerly Twitter- points out: “We have been planting hops for more than 20 years, so we know what we are talking about.”
Lupia seeks to connect especially with the young public, which is why it has opted for a visual identity that moves away from the usual aesthetics of Hijos de Rivera beers. Thus, its image is based on visual codes typical of graffiti and urban cultureand with a strong presence, at least in the packaging, of bright colors and drawings.
The presentation of Lupia to the market included a teaser phase aimed at raising expectations among consumers. Thus, only presenting the name of the new brand, but without revealing that it is part of Hijos de Rivera, the digital campaign has launched messages in vindictive style, similar to those that have become popular in the field of environmental preservation. With them it has advanced its positioning around positive and natural impact.
This idea has also been transferred through Tik Tok, where it has spread videos in which it has been possible to contemplate the germination and growth of hop plants for more than 50 days. The latest video has revealed the identity of the beer and has highlighted the tradition and experience in cultivation of the raw material.
On the other hand, on X -formerly Twitter-, it has invited users to “sponsor” plants of hops and “become” defenders of the crops. To all those who responded to the brand’s publication about a possible nickname for the plants, Lupia has given them a kind of digital certificate.
Lupia also does conventional advertising
The digital campaign has also had the support of influencers and content creatorsmany of them related to the territories of agriculture, natural cultivation or food. Futero TikTokero, with more than 195,000 followers or Laurita Vallejo, with more than 153,000, have shared the development of hops.
Likewise, in X accounts such as Bil Kilgore or Adría Galindo have interacted with the profile to obtain their diplomas.
With Lupia already officially presented, the strategy devised by PS21 and Meme will continue to develop on social networks and digital platforms. As they point out, the objective is to consolidate a “always in” approach activating the brand assets, like this, “impregnate it into conversations and generate a community that transcends the digital environment”.
As you may have known reason.Whythe launch strategy will also have a marketing campaign conventional advertising which will be executed on outdoor advertising media nationwide, such as mupis and canvases, as well as the press and other media. The media plan that has the participation of the agencies Havas Media, Proximia Havas and Globant.