Press release success story for Tornio Brewery

The return of the Lappish beer

The return of the Lappish beer Jami Teirikari Startups rarely have a large communications budget but a successful crowdfunding campaign requires a lot of visibility. Jami Teirikari Marketing Director, Sangen Ltd

Tornio Brewery has been an important part of the city of Tornio since 1873. Its closing in 2010 created a big void in both the supply of beer from Lapland and the city's employment opportunities. Sangen Ltd wanted to get the brewery up and running and started a massive crowdfunding campaign in 2015 to ensure the revival of the brewery. A great deal of visibility was required for the campaign to succeed – without much initial capital.

Visibility with press releases

Visibility with press releases

Sangen decided to use a professional press release distribution service to assist in the crowdfunding efforts. Press releases were seen as an easy and cost-effective way to gain visibility and reach potential funders. Sangen chose to partner with Liana Technologies because with LianaPress service the journalists interested in the industry could be targeted and press releases could be securely delivered. The first press releases were sent in early 2015 and they soon sparked results.

Smashing through to million funding

Smashing through to million funding Kaj Kostiander We had a great story to tell and LianaPress worked splendidly as a multi-channel and effective service to spread it. Kaj Kostiander Brewery Director, Tornio Brewery

The crowdfunding campaign was a huge success. The story behind Tornio Brewery was the subject of over 150 articles in six months and also two of the most prominent local business media approached Sangen about the press releases. The massive media coverage brought profitable results: Tornio Brewery got a record-breaking funding for its operations. With the million euro funding the brewery could start production and could also invest in larger production capacity. Above all, its operations created jobs and life force in the area and revived the Lappish beer.

Brewery's future

Brewery's future

The brewery's funding is now secured but the need for communications didn't end. Sangen will continue to use LianaPress and LianaMonitor media monitoring service in building and maintaining a strong brand and especially in keeping the brewery in the public's mind. A strong growth is predicted for the brewery and media visibility is a big part in achieving that.

Video: the story of Tornio Brewery

Video: the story of Tornio Brewery

Watch the story of Tornio Brewery! We went on location to Tornio to get the success story of Tornio Brewery on video. The story is told by Brewery Director Kaj Kostiander.

Watch the video

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