SPARK to promote Charlotte-based craft brewery nationally and local restaurants in the Charlotte market
CHARLOTTE, N.C. (Jan. 5, 2022) – SPARK Strategic Ideas (SPARK), a full-service strategic branding agency, welcomes Legion Brewing (Legion) and The Indigo Road Hospitality Group (IRHG) as new clients. Legion Brewing will work with SPARK on marketing, advertising, social media and public relations services for its craft beer brand in the local market and nationally, while IRHG has partnered with SPARK to manage public relations for their Charlotte locations of Indaco and Oak Steakhouse. Work is currently underway for both clients.
“We are thrilled to be partnering with both Legion Brewing and The Indigo Road Hospitality Group to increase their brand presence,” said Anne Marie Holder, CEO of SPARK. “Over the past several years, Charlotte has come to be regarded highly among foodies as a destination for its local breweries and creative culinary scene. We look forward to helping to grow these brands and build awareness for their exceptional offerings.”
Founded in Charlotte in 2015, Legion first got its start with a 15-barrel brewery and taproom in Plaza Midwood. In the years since, Legion has expanded to a second taproom and restaurant in SouthPark and the Trolley Barn Fermentory in South End. Legion has retained SPARK to assist in strategic brand planning, public relations, social media, digital advertising and other marketing services to support the Legion brand overall and its expanding retail distribution. The SPARK team will also promote and manage media relations for the grand opening of Legion’s upcoming West Morehead location.
Based in Charleston, S.C., IRHG owns 27 restaurants in six states and Washington, D.C. The group is partnering with SPARK on public relations services for the Charlotte locations of Indaco and Oak Steakhouse. SPARK will engage in strategic outreach to the media in support of special dinners, new menus and announcements, and the coordination of media and influencer visits.
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About Legion Brewing
Legion Brewing opened its flagship location in December 2015 in the Plaza Midwood neighborhood of Charlotte with 18 employees and a mission to spread happiness by fostering friendship through beer. Craftmanship is an integral part of Legion’s approach to brewing beer and serving food, and their priority on service is the foundation upon which their community is founded. Today, in addition to the original taproom location, Legion operates a taproom in SouthPark, Trolley Barn Fermentory in South End, and a soon-to-come taproom and production facility in Charlotte’s FreeMoreWest neighborhood. For more information, visit legionbrewing.com.
About The Indigo Road Hospitality Group
Founded in 2009 by Steve Palmer, The Indigo Road Hospitality Group (IRHG) owns, operates, and manages restaurants and boutique hotels throughout the country. Based in the Southeast, IRHG is founded upon the core principle of serving with love and creating memorable experiences for all. In 2019, IRHG marked its tenth anniversary by being named a Forbes Small Giant and appearing on the Inc. 5000 Fastest Growing Companies list, and in 2020 announced that hotelier Larry Spelts joined The Indigo Road as a partner and president of its new venture into lodging with a focus on food & beverage driven boutique hotels. The Indigo Road’s dedication to excellence in food & beverage has been recognized the past three consecutive years (’18,’19, & ’20) by Palmer being named a semi-finalist by the James Beard Foundation’s award for Outstanding Restaurateur-US. For more information on the portfolio, team, core values and services, visit theindigoroad.com.
