Montreal, January 24th, 2022 — Archibald Microbrasserie and Cidrerie Lacroix, two of Quebec's leading alcoholic beverage brands, are renewing their social media mandate with Dreww for 2022. The relationship between Dreww and these two iconic Quebec brands goes back several years. Étienne Dancosse, Marketing Director for both Archibald and Cidrerie Lacroix, has long collaborated with Dreww on digital projects for Cidrerie Lacroix. In 2021, Archibald's team extended that trust by bringing Dreww on to manage their digital advertising initiatives and the results spoke for themselves.
"In 2021, Archibald and Cidrerie Lacroix were able to shine online thanks to the advertising initiatives we ran with Dreww. Influence campaigns, photo productions, social media management — through all these projects, Dreww was able to target the needs of both brands while optimizing their digital presence. It was only natural to continue our collaboration." — Étienne Dancosse, Marketing Director, Archibald and Cidrerie Lacroix
This year, Dreww's mandate is to grow awareness for both brands and drive market share through a full-stack digital approach: social media management, digital media buying, photo production, and short-form video content for Reels and TikTok. Short-form video has been the dominant force in digital for over two years, and the trend is only accelerating. TikTok is currently the world's most downloaded app, and Instagram has officially shifted its focus toward video under CEO Adam Mosseri. For brands that want to stay visible, adapting is no longer optional. Dreww has built a dedicated team of TikTok and Reels specialists to keep both Archibald and Cidrerie Lacroix at the front of this shift.
"2022 is the year of short-form video. If brands want to be seen on Instagram in the coming months and years, they must embrace this new trend. Étienne has entrusted us to do exactly that for Archibald Microbrasserie and Cidrerie Lacroix, and I'm very proud that Dreww is at the forefront of these changes." — Andrew Johnson, Founder and CEO, Dreww
About Archibald Microbrasserie
Archibald is the perfect blend of microbrewery and restaurant — a uniquely Quebec concept. With 6 locations, 1 microbrewery, and over 800 employees, Archibald is known for its exceptional atmosphere, live entertainment, and craft beers available across grocery stores, convenience stores, and supermarkets throughout the province.
About Cidrerie Lacroix
Nestled in the heart of the Lower Laurentians, Cidrerie Lacroix combines a cider house, an apple orchard, and a gourmet table. With over 150 years of apple growing heritage, the Lacroix family crafts premium ciders — sparkling, flavored, ice, and fire — available province-wide.
About Dreww
Dreww is a full-service digital advertising agency and multidisciplinary production studio. A collective of digital natives, Dreww exists to propel brands online.
Andrew Johnson
