World of Beer: Drink It Intern

Nothing epic ever happened in a cubicle.

INSIGHT:

For Millennials just out of college, job prospects are often slim. And of the jobs that are available, few are as interesting as what Millennials are really interested in doing. Thankfully, WOB is here to take three Drink It Interns and send them on the internship of a lifetime – to drink in the best craft beers, experience the coolest beer cultures, and tell the most interesting beer stories from all over the world.

CULTURAL FUEL:

The program is focused on encouraging our customers to Drink It In. We will gain traction in key media outlets and among the millennial generation due to:

A TOUGH JOB MARKET.

The exorbitant cost of higher education and limited opportunities is leading to the boomerang effect (moving back in with relatives to help bridge the gap).

PEOPLE WANT REAL STORIES.

What resonates is authentic stories – masked through a third party spokesperson. The interns will have their own personalities and fans and will continue to position WOB as the authority in craft beer.

IT’S A SMALL SOCIAL MEDIA WORLD.

The rise of social media has led to a new generation of stars – every day people sharing their experiences, culture, humor and lives with each other through bite-sized content.

EVERYONE’S A STAR.

Reality shows are more popular than ever, YouTube All-stars are becoming
millionaires and the 24-hour news cycle demands human interest stories.

We’ve devised a year-long program aimed at telling the world’s most interesting beer stories, inviting people along, with the help of a few backpack journalists, and driving in-tavern sales.