MITX - Massachusetts Innovation & Technology Exchange


June, 2013

Bad Martha Beer Selects AMP Agency to Launch New Craft Beer Brand

AMP to Help Create Martha's Vineyard Inspired Brew Brand

BOSTON, MA (June 18, 2013) - Bad Martha, a new craft beer brand inspired by Martha's Vineyard, has selected AMP Agency, an integrated marketing agency, to lead the launch of Martha's Vineyard's namesake brew this summer.

The new brand is the dream and creation of Jonathan Blum, a longtime seasonal resident of Martha's Vineyard. To make his dream a reality, Blum selected the Boston-based agency to oversee the creation of the brand including labels, package design and website as well the go-to-market strategy.

The brand features delectable beers for a cause. Bad Martha donates a portion of the profits to address hunger on the island and in every local community the beer will be sold.

"When looking for an agency, I wanted a partner who possessed the same entrepreneurial spirit, civic-minded nature and a proven record of successfully launching brands," said Jonathan Blum, Founder of Bad Martha Beer. "AMP proved the perfect fit given their previous work and community involvement. It also didn't hurt that they seemed to have a keen liking for craft beers."

As Blum mentioned, AMP has demonstrated success growing entrepreneurial brands such as Pretzel Crisps, Ciao Bella Gelato and Aeroshot Breathable Energy.

"Bad Martha presents a unique opportunity for the agency to help build a brand from the ground up," said Gary Colen, CEO of AMP Agency. "We are excited by this opportunity and see a parallel between the craftsmanship required to create the Bad Martha brew and the craftsmanship required to create the Bad Martha brand."



Bad Martha is exclusively available on Martha's Vineyard and the company plans to extend distribution later this year. For a list of establishments currently selling Bad Martha, visit L Knife and Sons, Kingston, MA, is Bad Martha's distributor. The Island Food Pantry has been identified as the on-island charity to receive a portion of profits from each and every product sale. Other hunger relief charities will be selected in local markets once distribution extends beyond Martha's Vineyard.

The "lore of Bad Martha" is told on her packaging and website

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