G4 Kegs
The Work
Brand Voice & Messaging Guide
Website Strategy & Copywriting
Lead Generation Campaign
The Landscape
Food & Beverage
Keg Distribution
My Role
Marketing Strategist
Campaign Strategist
Content Strategist
Copywriter / Copyeditor
About the Business
The leading keg supplier in North America, G4 Kegs provides stainless steel kegs to the craft beverage industry.
A marketing strategy worth raising a glass
G4’s value goes far beyond containers. They act as a keg consultant to their clients, helping brewhouses seize opportunity, find efficiencies, and elevate their craft. As the craft beverage industry grew increasingly competitive, they needed a marketing strategy that demonstrated this difference — and could expand their reach, generate qualified leads, and support sustained revenue growth.
I helped them develop that end-to-end strategy, starting with a brand voice and messaging guide to define G4’s tone, positioning, and customer story. From there, I led my team in a full website redesign — creating a sitemap, wireframes, and SEO-informed copywriting to better capture and convert visitors.
Turning real questions into real revenue
To kickstart G4’s lead generation efforts, we created a targeted digital campaign centered around a highly practical asset: a downloadable guide called “How Many Kegs Do I Need?” (a question G4 frequently heard from new brewers). Designed as an interactive, fill-in-the-blank style calculator, the guide walked brewers through key considerations for production planning.
By offering real, usable value (not just promotional content) the asset struck a chord with G4’s target audience, positioning G4 as a trusted advisor for brewers at a critical point in their growth journey.
Results
Website traffic quadrupled overnight
35% landing page conversion
717 asset downloads (MQLs generated)
62 sales opportunities created ($604k in pipeline revenue)
24 closed deals totaling $187k in actualized revenue
One campaign.
Countless conversations.
The success of the "How Many Kegs Do I Need?" campaign didn’t stop at digital channels. We carried the same customer-focused messaging into G4’s broader marketing efforts — including trade show materials, sales conversations, and event strategies.
By building a unified story around a real customer question, we gave G4 a simple, powerful way to start conversations, nurture relationships, and position themselves as trusted advisors — whether online, on the phone, or on the conference floor.
Emma Shepanek, Director of Marketing, G4 Kegs
"G4 Kegs had the pleasure of working with Susie and the Kinesis team on the branding for G4 Kegs. She was instrumental in developing the brand voice, capturing the essence of G4 Kegs, and translating that vision into compelling messaging. She is a brilliant writer and her copy really brought the brand to life.
She has a remarkable skill for distilling complex ideas, data, and ambiguous feedback into content that is focused, on-brand, and effective.
Susie is talented, creative, and a positive force who consistently goes above and beyond. Anyone would be lucky to work with her!”
Agency
Kinesis
Design
Allie Harold
Photography
Bryan Aulick