We worked with Wheel Line Cider to launch the Be an Out-Cider campaign to highlight and build community with retail partners, strengthen outside sales, and encourage more user-generated content. For Wheel Line Cider, crafting crisp and flavorful hard ciders is more than a business—it's about fostering connections. With a rich family heritage in farming and a dedication to community, Wheel Line Cider combines expertise, tourism, and bittersweet apples to create exceptional ciders.

Wheel Line Cider wanted to use our expertise to address several challenges: their dependency on seasonal sales, a lack of established relationships with retailers, and a scarcity of user-generated content (UGC). By partnering with Manastash Media, they aimed to encourage customers to purchase cider outside of the tasting barn, build community with retailers, and boost customer engagement.

On WLC’s behalf, we contacted retail partners, inviting them to participate in brief interviews highlighting their business's unique qualities and their reasons for choosing to sell Wheel Line Cider. We also sought permission to capture photos at their locations, enhancing their visibility. In addition, we helped WLC use the Be an Out-Cider campaign to connect with their customers online through social media.

As part of the campaign, we shared about some featured retailers on Wheel Line Cider’s blog, like Cider and Cedar, a taproom in downtown Tacoma. In the blog post, we highlighted the owners, Sterling and Mia, their stories and their thoughts about working with WLC. “As a small batch maker using heirloom apples from their own orchard, Wheel Line's ciders typify what we offer at Cider & Cedar. The family behind the brand is lovely, and the ciders are fantastic- the Mainline is a house favorite!  We love being able to introduce people to their ciders in our Tacoma taproom! Wheel Line Cider is a gem that we are lucky to have here in Washington.”

The "Be an Out-Cider" campaign was a resounding success, deepening advocacy and strengthening business relationships for Wheel Line Cider. Not only did it result in repeated orders from featured businesses, but it also sparked an increase in organic social media engagement for WLC, especially around their farmers market sales.