The Fall Beer Bracket started as a fun Oktoberfest voting contest on social media for craft beer lovers. It evolved into the popular Fall Brewfest, attracting over 200 attendees eager to taste local breweries. This transition from an online contest to a live event highlights community support and enthusiasm for craft beer. What began on Instagram became a beloved initiative for breweries and fans. The idea was to engage @IEYelp followers in a bracket-style contest, celebrating the winner with a trophy and Happy Hours. Its success led to the culminating of the lively Brewfest.
Campaign Highlights
+ 16 Local Breweries featured each year, spanning the High Desert, Mountain Cities, Inland Empire (East & West), and Coachella Valley.
+ Happy Hour Expansion from 2 events in Year One to 6 hosted events in Year Two (July–October).
+ 7,500+ Votes in 2021, rising to 9,200+ Votes in 2022 via @IEYelp Instagram Stories.
+ IG Growth of +542 followers in October 2021 (+8.96%), then +410 more from July–October 2022 (~+6.2%).
+ First Two Beers on Yelp at all Happy Hours (discounted rate), plus new perks in Year Two such as beer education and exclusive Bracket swag.
+ Increasing Interest each year, with more breweries expressing eagerness to join and an expanding community of engaged Yelpers.
+ Happy Hour Expansion from 2 events in Year One to 6 hosted events in Year Two (July–October).
+ 7,500+ Votes in 2021, rising to 9,200+ Votes in 2022 via @IEYelp Instagram Stories.
+ IG Growth of +542 followers in October 2021 (+8.96%), then +410 more from July–October 2022 (~+6.2%).
+ First Two Beers on Yelp at all Happy Hours (discounted rate), plus new perks in Year Two such as beer education and exclusive Bracket swag.
+ Increasing Interest each year, with more breweries expressing eagerness to join and an expanding community of engaged Yelpers.
What started as an Instagram poll has evolved into the Fall Brewfest, attracting over 200 craft beer lovers for tastings and networking. This annual event has become essential for local breweries and enthusiastic Yelpers, showcasing regional craft beer culture and expanding social media engagement and sponsorship opportunities.