Mountain Culture has broke its record for the amount of kegs sold in a month thanks to a recent campaign with oOh!media.

The campaign aimed to raise awareness of the craft brewer’s Status Quo Pale Ale brand during the traditionally quiet Dry July period.

Keg sales rose around 40% in July compared to June, while July retail sales were up by 20% .

The brewer’s July sales were up 61 per cent in Dan Murphy’s year-on-year, up 111% at BWS and 60% at Liquorland.

The campaign aimed to test the impact of outdoor advertising by switching off all other paid advertising channels in NSW and Victoria.

The results showed brand awareness lifted nationally by 9% during July, while sales in Queensland, which received no paid media, remained flat.

oOh!media head of product and partnerships Melinda Duffy told B&T: “We used customer data and real transactional data (from Westpac and Coles 360) so we can look at who is buying big, who isn’t, who’s buying frequently, who’s not buying frequently, and then using that to allocate panels as a signal.

“It’s about leading with the audience as a strategy, and understanding who you’re best trying to target. And then it’s looking at the buying strategies that are best employed to deliver upon that.”