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Kona Brewing Co. chooses mainland ad agency

By Erika Engle

LAST UPDATED: 07:48 a.m. HST, Oct 01, 2013

San Francisco-based Duncan/Channon has been chosen by Kona Brewing Co. as its advertising agency of record.

The agency demonstrated "a rich appreciation and understanding of Hawaii," said Robert Rentsch, senior director of brand marketing for Kona Brewing.

Hawaii-founded Kona Brewing was purchased in 2010 by the publicly traded Craft Brewers Alliance Inc. Its flagship brewery remains in Kailua-Kona, but the brews also are made and bottled in Oregon, Washington state and New Hampshire.

At the time of its acquisition, Kona Brewing Co. was the 23rd-largest beer company in the U.S., though among craft brewers, it was the 13th-largest.

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Slow wrote:
What percentage of their product is brewed in Hawaii? Little. A mainland ad firm was chosen because of their " rich appreciation and understanding of Hawaii." It's nice that Hawaii is a marketing gimmick for Kona Brewing, Primo beer, the 10% Kona coffee blends or the "Kona" coffee that Safeway tried to peddle on the mainland. I like Kona Brewing's products but they are shibai. MAINLAND BEER WRAPPED IN A HAWAIIAN LABEL.
on October 1,2013 | 10:56AM
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