Ten years ago, Lawson’s Finest Liquids introduced Sip of Sunshine IPA — a bright, hop-forward beer that quickly earned cult status across the Northeast. Now, to mark its 10th anniversary, the Vermont brewery isn’t just celebrating the beer’s past — it’s using its popularity to shape a smart, strategic future. Their latest move? A consumer-facing campaign that transforms nostalgia into brand engagement.
From a press release about the sweepstakes:
Not only will the grand prize winner become part of the legacy by brewing a beer with Sean Lawson at the original Lawson’s Finest Liquids brewery in Warren, but the prize also includes three nights’ lodging at the Lawson’s Finest rental property–Sean and Karen’s Lawson’s first home–next to the Wizard’s Workshop; Lawson’s Finest Liquids swag; $1,000 toward travel expenses; and an invitation to the taproom birthday party Oct. 26, 2025. To enter, share a favorite memory of Sip of Sunshine in celebration of the brand’s 10th Anniversary. Enter online at LawsonsFinest.com/ManySips before July 31 for a chance to win big!
The giveaway is a great example in how to let your flagship do the marketing work. For Lawson’s, Sip of Sunshine isn’t just a product, it’s a platform for storytelling, legacy-building, and connecting with fans in a way that encourages emotional buy-in.
How You Can Apply This Strategy
- 1. Tap Into What People Already Love: If your flagship has built-in recognition, use it. A decade on the shelves means Sip of Sunshine comes with real emotional weight for consumers. Asking fans to share their “favorite memory” with the beer invites user-generated content, builds buzz, and keeps the brand top-of-mind — without needing to launch something entirely new.
- 2. Let the Experience Drive Loyalty: Rather than focusing on product discounts or social giveaways, Lawson’s offered something more valuable: access. The chance to brew with Sean Lawson and stay in his original home is more than a prize, it’s an experience for someone that can be tied directly to the brewery’s roots. Think about how your brewery can turn your brand’s story into something immersive and rewarding for fans.
- 3. Use Your Flagship to Fund Bigger Goals: Behind the celebration is a deeper message of growth, consistency, and community. Lawson’s ties the giveaway into their B Corp values and cold-chain commitment. For breweries looking to reintroduce or reinvigorate a core beer, pairing it with a campaign that emphasizes quality and legacy can drive renewed attention … and sales.
When shiny new releases often dominate the headlines, Lawson’s Sip of Sunshine proves that there’s still untapped power in your best-known beer. With a little creativity, your flagship can be more than just a reliable pour, it can be your next marketing engine.
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