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Brooklyn Brewery

R&T Put Brooklyn Brewery’s Stonewall Inn IPA in the Spotlight

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The Results

Buzz-worthy bash

With 62 social media posts from the night

Media spotlight

Reached 16 million, securing 11 consumer and 27 trade media pieces, boosting Brooklyn Brewery's profile

Social media heat

Gained 30 unpaid influencer posts promoting the event

The Task

Brooklyn Brewery asked us to launch The Stonewall Inn IPA into the UK market with impact – celebrating its bold flavour and the legacy of the legendary Stonewall Inn in NYC. This wasn’t about shifting beer for the sake of it. This was about purpose, pride and standing proudly with the LGBTQ+ community.
The goal? Create a campaign that celebrated the beer’s story, reaching consumers and the trade - and started culturally relevant conversations that would carry far beyond launch night.

Insight

For Brooklyn Brewery, The Stonewall Inn IPA isn’t just a drink – it’s a statement. A tribute to the birthplace of Pride. A symbol of resistance, resilience and community. We knew the campaign needed to do more than just pour pints – it needed to connect, inspire and show up in a way that felt true to the cause.
At a time when LGBTQ+ representation in culture is being both celebrated and challenged, we saw an opportunity to put this beer – and what it stands for – right at the centre of the conversation. And we knew we needed to launch it with all the heart and hype of a movement.

The idea & execution

We channelled the spirit of New York’s queer culture and brought it to East London, transforming The Hoxton Shoreditch into a buzzing, ballroom-style launch event.
DJ Jay Jay Revlon – ballroom icon and all-round legend – headlined the night, backed by a team of dancers who brought the energy, the style and the wow. The crowd – made up of key media, LGBTQ+ creators, cultural tastemakers and lucky competition winners – were treated to a night of voguing, beats and beers, all in a space lit up in the bold colours of The Stonewall Inn IPA brand.
Flying in from NYC, Stacy Lentz – co-owner of The Stonewall Inn and LGBTQ+ activist – brought the heart. Taking to the stage, she shared the history of the Inn, its role in sparking the modern Pride movement, and why this beer matters. It was emotional, electric – and unforgettable.
To fuel buzz and secure meaningful media moments, we crafted a targeted sell-in across both trade and consumer press. We landed interviews for Stacy, secured listings coverage, and made sure the press had everything they needed to tell the story – not just of the beer, but of the cause behind it. And to keep the momentum going, we ran an integrated social campaign that teased the event, amplified the action, and built a longer-lasting conversation around the IPA and the values it champions.

The client take

The 2024 launch of The Stonewall Inn IPA was more than just bringing a new beer to the UK; it was about honouring a legacy and the story of The Stonewall Inn. R&T’s creativity and understanding of our vision helped us execute a launch campaign that resonated with our audience – and their work now continues to showcase The Stonewall Inn IPA through ongoing social media initiatives.

Al Cross - Brand Manager Brooklyn Brewery
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