Hangmen is a play by the British-Irish playwright Martin McDonagh which received its world premiere at the Royal Court Theatre in September 2015 before transferring to the West End's Wyndham's Theatre.
After the transfer, the producers of the show were looking for unique products for the press night that had direct link to the play.
As the play was set in a pub, we knew an alcohol beverage was perfect but knew that to really make an impact we had to find a creative and unique way to partner with a beer brand. We needed something that would make an impression as well as delivering cost savings for our client.
We were delighted to find and partner with with the Crafty Beer Company, an independent micro-brewery based on a farm in Dunsfold, Surrey. After some great brainstorms, Crafty Beer Company offered to create a hand-crafted beer for Hangmen to use at the press night, and create a bespoke label made exclusively for the show.
Of course, their sponsorship decreased overall costs for the event, but the best part came afterwards. The beers had become such a talking point at the press nights that the partnership was able to evolve, and we developed beer mats and other themed merchandise to promote the show and the partner more widely. The Crafty Beer Company Beer also offered us tastings to be used as prizes hosted in the Craft Brewery pub in Covent Garden.
Incredibly, the beer was so well received at the Press Night that it was rolled out and sold in the theatre for the duration of the run. It sold better than any other beer at the Theatre bar for the entire run and as a result The Wyndham's Theatre employed the Crafty Beer Company to create a Wyndham's Theatre beers that would be sold for all shows going forward.
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