Beer Branding Trends

Points of discussion:

1. Good George Brewing's rebrand case study (via Beer Branding Trends Newsletter)

2. Brand Architecture as a deliverable (and to guide new product development)

3. What does the New Zealand craft beer scene look like?

4. How do Kiwi breweries trend forecast? 

5. What did the Good George team want to achieve through this rebrand?

6. On Good George's diverse portfolio.

7. On the 'F*ck Off' 2020 Gin and finding a new brand voice.

8. On non-alcoholic beers and NA products in general.

9. On cider. 

10. Advice for any brewery considering a rebrand.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What leads to unrealistic timelines?

2. What, if anything, is driving this deadline?

3. Common deadlines we see

4. “Delays are temporary. Mediocrity is forever.” - Cody Fague?

5. Why sticking to a schedule is important

6. What are some realistic project timelines?

7. Can we rush a project? “What if we pay you more?”

8. Can you, dear client, hold up your end of the bargain?

9. Big takeaway: proper creative work takes time.

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Learn more at www.craftbeerrebranded.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Read the Birdsmouth Beer branding case study here.

2. What is Birdsmouth Beer Co.?

3. Why craft lagers and why New Jersey?  

4. What was it like building a brewery during the pandemic? 

5. What was it like developing a name for a brewery?

6. What was the brand identity and package design process like?

7. One beer for the rest of your life: Pils or Dunkel???

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Beer Branding Trends Newsletter Issue on Hop Water

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Ontario brewers are cautiously optimistic, despite being a bit beat down.

2. Adam Brož's Keynote + "Craft" vs. "Industrial" lagers.  

3. Discussing the LCBO (Liquor Control Board of Ontario)

4. Professional selling within the craft beer industry (KPIs, salary vs. commission, etc.)

5. Website tactics and breweries moving their main sites over to eCommerce platforms (e.g. Shopify)

6. Poll 1: Has your brewery produced (or thought about producing) a non-beer product? (40 yes / 31 no)

7. Poll 2: If you were to launch a beyond beer product in 2023, what category would you get into? (NA everything, Hop Water, RTDs, Kombucha, Cider, Cannabis & Canned Air?)

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. The original question: "You guys have been a thought leader in craft beer branding and package design for a while now. What have you either gotten wrong or changed your opinion about over the years?"

2. On rebrand rollouts (why they're important)

3. Why full rollouts are so complicated, if not impossible, in 2022 (and likely beyond)

4. Supply chain woes 

5. Drip campaigns are still a great idea

6. Staggered launches are the new normal 

7. F*ck it, we'll do it live.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What are some common problems you see with the executive team during a rebrand? Our brewery is planning to undergo a brand refresh, and we’re planning to try it internally, at least at first. I want to make sure we go into this with eyes wide open so we don’t sabotage ourselves.

2. We’re a brewery in planning and we don’t have much money budgeted for branding. Maybe 5–10k at most. Is this enough to actually get anything good done, and if not, what should we do?

3. You write about signaling a lot. What’s your favorite book on this subject?

4. Does CODO ever work under noncompetes? I’m a creative director at a larger agency that works primarily in CPG / FMCG and that’s the norm in our industry? I’ve seen your work with several breweries in specific markets, like Georgia, for example. Curious how those individual clients feel about this?

5. How do you guys handle client requests, revisions, etc. that you know won’t be good?

6. We’re almost 90% certain going to be switching our annual barrel aged release from bombers to 16oz cans. Do you have any thoughts on whether or not this is a good idea?

7. What do you think about putting IBU / SRM on a can label? As a brewer, I want to include as much info on the beer itself as possible, but the rest of my team disagrees and only thinks it will clutter things up.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. When (& When Not) to Rebrand Your Brewery [Podcast]

2. Brewery Rebrands vs. Brand Refreshes [Podcast]

3. Rebranding Mission Brewing [Newsletter]

4. Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) [Podcast]

5. Three Questions to ask ahead of a brewery purchase

6. What are you actually buying?

7. Is there any visual and/or brand equity to maintain? 

8. What is your vision for this brewery?

9. Email Isaac to discuss your brewery's rebrand.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What are the differences between Brand Architecture for a new brewery vs. during a brewery rebrand?

2. When can you spin out a Sub Brand into its own family?

3. In making this, did you consider distributor interaction as part of the rubric? 

4. Does the B.E.A.T. apply to beer and breweries specifically or can I use it to figure out how my distillery can release a line of RTDs?

5. What is the utility in keeping the parent brand on a wildly successful Endorsed Brand (like New Belgium's Voodoo Ranger) long term?

6. What are the downsides to releasing a budget offering under my parent brand (cheap domestic lager, etc.)?

7. What will your next book be about?

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Beverage Extension Assessment Tool (B.E.A.T.)

2. Why 14 questions?

3. How does the scoring work?

4. Why was this so challenging to build?

5. Results = Choose Your Own Adventure Novel

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: [email protected]

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com