How a Beer Brand Got Press Without a Product Launch

Episode 54 of Public Relations with Fexingo. Lucas and Luna break down how a regional craft brewery, Bend Brewing Co., earned national press coverage by pitching a story about their water conservation system — not a new beer. The brewery spent $12,000 on a closed-loop water recycling rig that saved 4 million gallons annually. Lucas explains how the PR team framed the story around industry-wide water scarcity, not the hardware. Luna questions whether the approach would work for a less tangible innovation. Key takeaway: if your story is about a process, not a product, lead with the problem it solves and the specific number that makes it real. No product launch, no gimmick — just a data point and a journalist who cared about sustainability in manufacturing. #PRStrategy #EarnedMedia #BeerIndustry #Sustainability #BendBrewingCo #WaterConservation #ProcessStory #DataDrivenPR #ManufacturingPR #B2BPitching #CraftBeer #JournalistOutreach #Marketing #BusinessPodcast #FexingoBusiness #PRTips #MediaRelations #Storytelling Keep every episode free: buymeacoffee.com/fexingo