Jessica Sweet This document consists of my final project for my Media Writing class spring semester 2013.

We were to choose a product or event and create a feature story, news brief, facebook post, tweets, a TV news story, blog post, print ads, a copy platform, and a TV script commercial covering its launch. I chose Lakefront Brewery because of their proximity and my familiarity with the company. I am in no way affiliated with Lakefront, I created none of the graphics or photos, and this content was strictly created for the assignment.

Feature Story If youre from Wisconsin, there are certain things the rest of the nation holds true regarding your heritage. If youre from Wisconsin, you love the Packers, you drink out of a bubbler, and you take pride in the fact that people call you cheesehead. Naturally, you are loyal to Miller and Pabst, and the words Bud Light and the Cubs are not in your vocabulary. If youre from Wisconsin, you need to try Lakefront Brewerys new summer brew: Wisconsinite. We are extremely excited to release Wisconsinite. Weve put a lot of time and effort into picking exactly the right ingredients from different suppliers around the state. We want to give Wisconsin a beer they can take pride in and call their own, said Lakefront Brewery owner Russ Klisch. Jeremy King of Northern Brewer, a homebrew supply store based out of St. Paul, MN, aided in creating Wisconsinite. Klisch and King collaborated to create the first and only North American-grown yeast strain used for commercial purposes. They brought their ideas together and grew the yeast right here in Wisconsin. The native yeast is what gives the beer the final Wisconsin-grown ingredient it needs to be considered all local. Wisconsinite is Lakefronts newest seasonal brew, and will only be released in late spring and throughout summer due to its sweet citrus, clove and wheat flavors. Its perfect for everything from barbeques to baseball games, said Klisch of the new beer. Keep your Wisconsin pride in check and look for Wisconsinite beginning on May 1.

TV News Story
Video Anchor on camera Audio Sweet/on camera: Lakefront Brewery announced a groundbreaking new beer today, just in time for summer. Its called Wisconsinite, and will give Sconnies something to brag about.

Sweet on camera outside Lakefront Brewery

Reader: We are here outside Lakefront brewery, one of Milwaukees favorite microbreweries. Today Lakefront announced their new beer, called Wisconsinite: a wheat ale made only from Wisconsin ingredients.

Video clips of Wisconsin fields

VO: A Wisconsin-only beer is the first of its kind. Never before has a beer been made exclusively from in-state ingredients. Even Lakefronts Local Acre Ale uses an imported yeast strain.

Interview with Lakefront president Russ Klisch Graphics: Lakefront Brewery president Russ Klisch

Klisch/SOT: We are extremely excited to release Wisconsinite. Weve put a lot of time and effort into picking exactly the right ingredients from different suppliers around the state. We want to give the state of Wisconsin a beer they can take pride in and call their own.

Video of the inside of the brewery, while production is going on.

VO: In order to create an all-local beer, Lakefront needed to find a way to produce a local yeast strain, the one ingredient that is typically

imported from another country.

Video of Klisch at work

VO: Klisch collaborated with Jeremy King of Northern Brewer to create the first ever North American- grown yeast strain.

Klisch on camera

Klisch/SOT We brewed this beer for the people of Wisconsin. Since its a summer beer, we gave it sweet citrus and clove undertones, so its perfect for everything from barbeques to baseball games.

Interview with beer lover Chelsie Layman Graphics: Local beer enthusiast Chelsie Layman

Layman/SOT: I cant wait to try Wisconsinite. I think the concept of an all-Wisconsin beer is awesome, and I think people will react positively to it. I know my friends and I will! Sweet/ on camera: Lakefront will officially release Wisconsinite on May first, just in time for the warm weather. Back to you at the studio.

Sweet on camera

News Release For more information contact Jessica L. Sweet Lakefront Brewery (414) 288-8332 Jessica.sweet@lakefront.com For immediate release Wednesday, April 24 LAKEFRONT TO INTRODUCE WISCONSINITE BEER Milwaukees Lakefront Brewery announced today their release of a new seasonal beer made only from Wisconsin ingredients. The first ever all-local beer, Wisconsinite, will debut on May 1. Wisconsinite uses a Wisconsin-grown yeast strain, which is the only all-local commercial Wisconsin beer in existence. Lakefront president, Russ Klisch and Northern Brewer manager, Jeremy King, created the yeast. It is currently the only North American yeast grown for commercial use. Weve put a lot of time and effort into picking exactly the right ingredients from different suppliers around the state. We want to give the state of Wisconsin a beer they can take pride in and call their own, said Lakefront president Russ Klisch. Wisconsinite is a seasonal beer and will only be sold regionally in late spring and early summer. The summer weiss is a lighter wheat beer that contains citrus, banana and clove aromas. Lakefront Brewery is one of the most well known microbreweries in the Milwaukee area. They have been recognized nationally for their social responsibility as well as for their dedication to producing innovative craft beer. For more information about Lakefront Brewery and Wisconsinite Summer Weiss visit www.lakefrontbrewery.com. --30

Tweets: 1. Thirsty? Try Wisconsinite, the newest summer weiss from Lakefront Brewery. If its not from Wisconsin, its not in this beer.

2. Hate the Cubs as much as we do? Stick to your Sconnie roots and drink our all Wisconsin-made new brew: Wisconsinite.

3. Whats your flavor? Lakefronts new Wisconsinite beer has notes of citrus, clove and banana that blend perfectly with its malty sweet wheat taste.

Facebook Posts: 1. Love beer, the Brewers, brats and the beach? Share this post for a chance to win a voucher for a free 6-pack of Lakefronts new summer brew, Wisconsinite. If its not from Wisconsin, its not in this beer.

2. Tell us! Whats your favorite seasonal beer from Lakefront Brewery? One lucky beer lover will win a voucher for a free 6-pack of our newest brew, Wisconsinite.

Blog Post

New News for Wisco Brews

As a lover of anything from Milwaukee, particularly anything tasty from Milwaukee, I naturally have a strong affinity for the local craft beer. I find myself consistently loyal to the east sides Lakefront Brewery. Is it because I admire their social responsibility, or the unfailingly great taste? Or is it because I find their brewery tour hilarious? Either way, I could drink their beer for breakfast. Im ecstatic today because Lakefront just announced a brand new seasonal beer, just in time for summer. And get this: its the first beer ever made from entirely Wisconsin ingredients. Its called the Wisconsinite, and they describe it a summery wheat beer with citrus and clove undertones.

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Not only is it groundbreaking in that everything ingredient was grown in the Land of Cheese, but it also includes the first ever yeast strain grown in North America for commercial use. Sounds good to me! Wisconsinite seems like it will be the perfect addition to my summer of Brewers baseball, brats, and Bradford Beach. What do you think about Lakefront and their new beer? Comments:

Copy Platform Ad Subject: Wisconsinite Summer Weiss Ad Problem: Lakefront needs to demonstrate how unique their new all-locally made beer is. Product Characteristics: ! Every ingredient is from Wisconsin ! The first ever beer in which every single ingredient is from Wisconsin ! Summer/Seasonal beer ! Great taste ! Lakefront label gives it credibility ! Sold locally and regionally ! Same great price as other Lakefront beers: $8.50 for a 6-pack Advertising Objective: Capitalize on the target markets Wisconsin pride and their love of beer in order to sell this product. Target Market: Men and women ages 21-60, craft beer drinkers, previous Lakefront customers Competition: Other Lakefront beers, especially their other seasonal brews. Other local microbrewerys beers, like Milwaukee Brewing Company, and other summer brews such as those by Leinenkugal and Sam Adams. Statement of benefit or appeal: ! Wheat beer with a great, fresh taste for summer ! Can serve as a talking point in social situations Creative Theme: If its not from Wisconsin, its not in this beer Supportive Selling Points ! ! All local ingredients From a great, socially responsible, local Milwaukee brewery

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