As the largest craft brewery in the U.S., New Belgium Brewing, known for Voodoo Ranger and Fat Tire, has made TikTok a key channel for reaching younger LDA-compliant drinkers. Celine Wright, Senior Manager of Paid Media, shares how her team shifted from product-focused marketing to entertainment-led storytelling that delivered a 3.5x boost in ad recall and 6.5x lift in brand preference for Voodoo Ranger.

By using TikTok as both a creative testing ground and a storytelling platform, Celine and her team have redefined how alcohol brands show up on social. From testing narrative-driven mock infomercials for new products like Light Strike to collaborating with creators for fresh, authentic content, New Belgium’s success stems from taking calculated creative risks.

What You’ll Learn in This Episode:

• How New Belgium Brewing achieved 3.5x higher ad recall and 6.5x higher brand preference through TikTok

• Why entertainment-driven storytelling outperforms traditional product-focused messaging

• How to use TikTok as a creative testing ground to refine messaging and formats

• The power of calculated creative risks and working with creators for authentic engagement

• How TikTok partnerships and brand lift studies help measure and scale success across a portfolio

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.