Transforming a historic brewery into a favorite local destination

Saint Paul Brewing, located in the historic Hamm’s Brewery building, sought out Field Guide’s expertise to elevate its presence in the Twin Cities. A vintage-feeling building filled with artfully eclectic decor and nestled in the bluffs of the Near East Side of Saint Paul, this unique space needed a comprehensive brand strategy and targeted outreach to draw attention and increase foot traffic. Facing the challenge of putting a relatively unknown venue on the map during a pandemic, our goal was to showcase Saint Paul Brewing as a hidden gem worth discovering. Over five years, we worked closely with the team to refine their brand, coordinate events, and execute strategic media relations, ultimately growing the brewery into a widely-loved local destination.

generating buzz and visibility for Saint Paul Brewing

Our collaboration began with an introduction through our existing work with Can Can Wonderland, another local business operated by the same team. Recognizing the potential of Saint Paul Brewing, Field Guide agreed to take on an intensive branding and communications effort. We developed and implemented a grassroots and media outreach campaign designed to highlight the brewery’s new atmosphere and offerings. This included a significant focus on promoting their spacious 7,500 square-foot patio, set in the ruins of the brewery's former stable. We planned and executed a successful patio preview party in the spring of 2022, which brought together community members, artists, brewers, and media, generating buzz and visibility for Saint Paul Brewing. Throughout our engagement, Field Guide acted as the de facto communications team for the brewery, handling everything from media relations to social media and website strategy.

The Outcome

significant increase in patronage

Through our collaboration, Saint Paul Brewing transformed into a well-known and beloved spot within the Twin Cities. The brewery garnered significant media attention, including features on several magazine covers and in "best of" lists, positioning it as a must-visit destination, and several features on local television. The launch of the new brand and ongoing promotional activities contributed to a significant increase in patronage, with both indoor and outdoor spaces becoming popular choices for gatherings, events, and casual visits. The brewery's business model evolved during our time together, expanding to include a full kitchen and an expanded beverage program featuring cocktails, house-made kombucha, seltzers, and wine. Today, Saint Paul Brewing continues to thrive with an in-house communications team in place, a success story that underscores the impact of our partnership.

Mary and the team at Field Guide helped us seamlessly navigate our rebranding and restaurant expansion plans. When it came time to launch, they made the key media connections we needed and laid out the framework for our launch event. Field Guide enabled us to tell our story effectively and reach a whole new customer base.
Rob Clapp, founder/owner at Saint Paul Brewing, and CEO at Hole in One Management