What if a classic NL brand poured a new glass?

When you walk into any pub in Newfoundland and Labrador and ask what kind of beer they have on tap, the first word out of any bartender’s mouth will be India. It’s a pillar brand of Newfoundland identity—sold from coast to coast to coast. In recent years, India has built a cult following that’s unique for a 130-year-old local brand. So how do you capitalize on this and bring such a beloved brand into the modern marketing landscape?

An organic social push that made sure to reference and respect the history of the brand was the first course of action. India means different things to different people and had a massive presence in the community through sponsorships and partnerships. At the core of everything was the central tenet: India is near and dear to Newfoundlanders and Labradorians and means something unique to everyone.

Our social media playbook was built to showcase 130 years of history colliding with today’s culture. Striking the right brand voice – your favourite bartender – meant that a little bit of wit and charm infused posts showcasing vintage ads, modern memes, neighbourhood pubs, and situations where India could be enjoyed by anyone.

India Beer’s legacy met a modern audience with remarkable impact. Through community-driven content, giveaways, and a strong local voice, the brand saw major growth in engagement, reach, and audience connection—proving that a 130-year-old icon still has a powerful place in the hearts (and hands) of Newfoundlanders today.