Multi-Channel Product Launch: Passion Fruit Gose

Coordinated launch across social, email, Shopify, and website for 3 Locks Brewing Co.

Overview

Locks Brewing Co. wanted to release a seasonal sour that stood out in the London craft beer market. My goal was to create awareness, drive online sales through Shopify, and generate trade demand.

Objectives

  • Launch Passion Fruit Gose across social, email, Shopify, and website.

  • Showcase flavour + brand story with visuals.

  • Increase online orders and taproom visits.

  • Secure new trade accounts.

Strategy & Approach

Social Media

Created short Reels (5–7s) and carousels that spotlight flavour and story. Cross-posted to Instagram (primary) and TikTok to extend organic reach.

Email Marketing

Designed launch emails for trade and consumer audiences with tailored messaging. Trade version focused on keg availability; consumer version linked directly to Shopify bundles.

Shopify / Website

Built a dedicated product page with flavour notes, SEO copy, and bundle options. Added the beer to “New Releases” and linked via homepage banner.

Execution

Rolled out in three phases across social, email, and Shopify.

Phase 1 — Prep & Capture

  • Shot product + pour photos/video (5–7s Reel cover)

  • Wrote SEO copy + flavour notes for product page

Phase 2 — Go Live

  • Published Shopify product page + added to “New Releases”

  • Posted teaser Reel + carousel on Instagram (cross-posted to TikTok)

  • Sent trade launch email (availability + visuals)

Phase 3 — Amplify

  • Published a follow-up Reel and reshared UGC

  • Promoted bundle offer on site banner + pinned post

  • Monitored performance and iterated thumbnails/captions

Results

  • Organic Instagram reach: 762 accounts; 52.6% non-followers.

  • Clear path to purchase: product live on Shopify with flavour notes, bundles, and homepage slot.

  • Reusable launch kit: photo set, 5–7s Reel format, and on-brand caption templates.

  • Channel alignment: social + email + site told one story over launch week.

What changed

  • Repeatable 3-phase workflow: Prep → Go Live → Amplify.

  • Product pages ship day one with SEO copy + bundle option.

  • Short-form Reel + carousel become default launch assets.

  • Single checklist keeps social and site in sync.