For the first time, mk² brought clients of the Alaska Seafood Marketing Institute (ASMI) and the Hop Growers of America together, joining forces for an exclusive flavor-pairing event. This unique event generated visibility for both Alaska Seafood and American Hops and emphasized each of their versatility. In addition, it strategically promoted both clients’ products in new environments and to new audiences.
To create the right setting for top German food and beer journalists and industry professionals, mk² invited brew master Oliver Wesseloh and top chef Heiko Antoniewicz to pair different fish species from Alaska with specific craft beers. While Antoniewicz prepared the meals, Wesseloh highlighted the diversity of American hops. Both experts emphasized how the aroma of the hop varieties in the beer complemented the taste of the fish.
Despite being a virtual event, the tasting was a great success, and the journalists praised the flavor pairings. “Craft Beer meets Alaska Seafood” was highlighted in several magazines and websites increasing awareness of Alaska Seafood and American hops.
More than 40,000 industry professionals were reached through multiple publications, introducing new audiences to these complimentary products.