Beer Branding Trends

Points of discussion:

1. Beverage Brand Architecture Continuum

2. Branded House / Brand Extensions (pros & cons)

3. Sub / Endorsed Brands (overview)

4. I'm just new boot goofin'

5. Sub Brands (pros & cons)

6. Endorsed Brands (pros & cons)

7. House of Brands (pros & cons)

8. Which CODO employee housed a box of Hard Mountain Dew?

9. Hybrid Brands?

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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. The Beyond Beer Handbook

2. What is your parent brand?

3. Why is your parent brand so important?

4. Does this new extension carry the same values and promises as your brewery’s parent brand?

5. Does it mesh comfortably with the same activity or occasion as your parent brand?

6. Does it speak to the same people as your parent brand?

7. Does it make sense for your brewery to be releasing, or to be associated with, this product?

8. How will this extension add value to, or detract from, the parent?

9. How can you protect your reputation and positioning?

10. To what degree should the parent brand be present on this new beverage?

11. How can your parent brand give credibility to the extension?

12. How many categories can you credibly expand into? 

13. What is a “Main Purchasing Driver?”

14. The Beverage Brand Architecture Continuum

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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. http://www.beyondbeerbook.com

2. http://www.beyondbeerbook.com

3. http://www.beyondbeerbook.com

4. http://www.beyondbeerbook.com

5. http://www.beyondbeerbook.com

6. http://www.beyondbeerbook.com

7. http://www.beyondbeerbook.com

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Learn more at: 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. Rebranding Mission Brewing [BBT Newsletter]

2. Cody steps out on Isaac. Breaks his heart.

3. Cody and Dan discuss Mission’s rebrand, including: Dan’s background + Mission’s history and project context

4. Weighing different types of brand equity

5. Evolution vs Revolution [Podcast]

6. Defining Mission’s audience [Podcast]

7. Important format changes, SKU rationalization and distribution shifts Mission is making

8. The design process is iterative.

9. Process management is just as important as great work for complex projects to be successful.

10. How to organize your internal team ahead of a rebrand [Podcast]

11. Dan’s point about not being too precious

12. How to be a great client [Podcast]

13. How do you handle history and provenance in blurry situations like this?

14. Put (two red) birds on it.

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

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Learn more about how to rebrand your brewery 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. The Gold Rush years (2010–2016)

2. On dealing with bullshit artists and degenerates (mostly in cannabis) 

3. Craft Beer Branding Guide

4. Rebrands!

5. Craft Beer, Rebranded

6. Beyond Beer

7. Where does the industry go from here?

8. What does Craft Beer mean to you?

9. Is the craft beer industry, in fact, 99% asshole free?

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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. Criteria for a great brewery name: able to be trademarked, tells a story, fun to say, flexible and portable.

2. Shoutout to Roachdale, Indiana?

3. Can you just make up a word?

4. Make sure you’re not using some horrible slang term.

5. How to include your clients in the process.

6. Different idea buckets to get you started—your town’s history, landmarks, anything that speaks to your differentiator.

7. How to narrow your list from hundreds of ideas to 20 or so.

8. How to save money by pre-vetting names before sharing with your IP attorney.

9. A super suspect explanation of the trademarking process from Cody Fague, Attorney at Law.

10. Do yourself a favor and hire a lawyer for this.

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A Designer and a Lawyer Walk into a Brewery

Intellectual Property Advice for Breweries

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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. Your Mission is your brewery’s immediate, day-to-day marching orders.

2. Your vision is future-facing and tells the world where you’re going.

3. Simon Sinek’s Golden Circle (Start with Why).

4. Who would win in a no holds barred fight between Simon Sinek or Cody Fague. Simon is in better shape, but Cody has nothing to live for.

5. Intrinsic reasons that drive entrepreneurs vs. public-facing stories.

6. How do we frame your vision?

7. Examples of a Mission and Vision statement from your friends at CODO Design.

8. The best scene from the Sopranos? “Is this about the Easter baskets?”
 

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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. The "traditional" craft beer audience

2. Why craft breweries haven’t had to focus on defining their audience

3. Shifting demographics (and industry trends) that will lead to this becoming more important

4. A primer on audience segmentation

5. How to define your audience (with internal research)

6. How to gather external context to define your brewery's audience

7. Customer personas: cheesy, but effective process tools

8. An ongoing (unnecessary?) tirade against ESB beers

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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. We’ll be releasing a hard seltzer later this summer as a brand extension under our brewery’s name. Is there any downside to branding it under our brewery’s brand and not as its own thing? We already have plans for future flavors, if that’s relevant.

2. I’m a long time newsletter subscriber and was surprised you didn’t include the hard seltzer shakeout idea in the annual review. Did something change between the time you wrote that email and the publishing of this article that makes you think that was an incorrect prediction? 

3. What was your favorite [visual] trend this year? 

4. We’re a small brewery in planning near Cleveland. We're wondering if we should think about our brand architecture as part of this [foundational branding] process? We plan to eventually move into other categories (specifically a distillery), and weren’t sure if we needed to sort that out at this early stage? 

5. Do you think non alcoholic beer is going to be a major category, something along the lines of 5% share at some point, or is this kind of new and shiny, along the lines of hard seltzer three years ago?

6. Do you have any thoughts on putting cans on the front of variety packs? (Here's the Surly Brewing guest blog we referenced.)

7. What do you think about Voodoo Ranger's new light lager? Do you think that will actually work? Voodoo Ranger is a dominant IPA brand and I wonder if this release could hurt New Belgium’s Voodoo Ranger strategy? 

8. The “Dayparting” trend is interesting. Do you think there would be any issue with a brewery releasing a coffee brand or some sort of energy brand targeted for mornings? 

9. Are there any trends that didn’t make the cut for this year's review?

10. How do you feel about the craft beer industry as a whole? The last few years have been marked by several major reckonings on race and gender (specifically sexual harassment and assault), and of course Covid. Are you optimistic or worried as we move forward? (Here's the Rabobank report we referenced on changing demographics.)

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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 piece at: https://cododesign.com/2022-beer-branding-trends/

2. Join Beer Branding Trends Newsletter to ask questions for our next podcast: www.beerbrandingtrends.com

3. Reinvention (rebrands, refreshes, packaging formats in flux, SKU rationalization, a shift back to bottles?)

4. Why are lifestyle brands s smart play right now? (Also, what is a lifestyle brand?)

5. eCommerce (the real adventure was in the consumer data we gathered along the way)

6. Beyond Beer (yet another plug for our book that we’ve been talking about for two years. is it even real?)

7. CODO with the hot takes!

8. Day parting (how can breweries open up new morning, afternoon and evening occasions?)

9. Cody is all in on nootropics, mushroom coffee and cocaine. (is there anything more functional than cocaine?)

10. Revisiting the Law of Category

11. Some thoughts on seltzer (going premium, categorical differentiation, seltzer-izing other categories)

12. Brand Architecture

13. The accidental hospitality group

14. Fanciful names vs. monolithic brand-forward names

15. Package design trends + expert opinions

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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