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Who Is Camden Town Brewery?
Camden Town Brewery has been pouring out of north London since its earliest days in a railway arch, and that arch energy still runs through everything it does. The core range, Hells Lager, Pale Ale, Eazy IPA and the wider Arch 55 series, sits alongside a direct-to-consumer webshop and the Camden Beer Club, a subscription built for drinkers who want the brewery's beer landing on their schedule rather than just the pub's.
The brand carries Camden the neighbourhood as much as Camden the brewery: loud, creative, a little countercultural, built on the same streets that gave London its music scene. That identity extends to how Camden Town Brewery treats its customers, less a transaction and more an invitation into a community of people who take their lager seriously and their branding even more so.
Last Orders, Unanswered
Every brewery with a direct-to-consumer arm eventually meets the same ghost: the customer who ordered once, loved the beer, and then simply stopped answering the inbox. Email open rates sink, promotional sends blur into the background of a crowded feed, and a channel that once worked starts reaching its natural ceiling. The customer hasn't gone anywhere, they're just no longer somewhere Camden Town Brewery's usual channels can find them.
That's a particular problem for a brand built on physical presence and community. A churned subscriber who can't be reached by email isn't lost through lack of interest in the beer, they're lost through a gap in the channel. Camden Town Brewery needed a way to put Hells Lager back in front of these drinkers somewhere digital fatigue hadn't already numbed the message.
A New Round, Delivered
Paper Run picks up exactly where the inbox goes quiet. Churned customers who've gone unreachable through digital channels are automatically flagged and sent a piece of physical mail, timed to land when the usual email and SMS sequences would have stalled out. It's a trigger-based flow that runs without manual intervention, keeping Camden Town Brewery's winback programme going even for the segment its other channels can no longer touch.
The format suits the brand instinctively. A brewery that built its name on a physical taproom and a railway arch finds a physical mailer a far more natural extension of its identity than another email subject line competing for attention. It gives Camden Town Brewery a second, tangible shot at a conversation the digital channels had already closed.
Tapping Back In
The flow is driving a 3.6X ROAS on a segment that had effectively gone cold to every other channel Camden Town Brewery runs. These are customers who weren't opening emails, weren't clicking through social, and weren't showing up in any retargeting pool, yet a physical mailer is bringing a meaningful share of them back to the Camden Beer Club and the core range.
What makes the result stick is what Camden Town Brewery sells: beer people actually drink on repeat. A reawakened subscriber isn't just making one more purchase, they're rejoining a subscription built around regular delivery, which means the mailer isn't just recovering a sale, it's recovering a habit the brand had already built once before.
"Paper Run reached a part of our customer base nothing else could touch, and the numbers speak for themselves."
Ecommerce Executive, Camden Town Brewery
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