Beer Branding Trends

Points of discussion:

1. What is a Legacy Brewery? [BBT Newsletter]

2. Traditionally defined as ~25+ years old

3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010

4. The amount of breweries that opened in your market after you is more important than your overall age

5. Advice for Legacy Breweries 

6. Lean into your historicity 

-

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. Embracing the Staggered Rebrand Launch [BBT Newsletter]

2. Craft Beer, Rebranded 

3. Triage your key brands 

4. Mind (and manage) your public messaging & storytelling 

5. Launch your digital footprint now

6. Launch your new mech now

7. On "prolonging the magic"

8. Take a deep breath. Will anyone remember?

9. What revenue / profit are you leaving on the table by not launching now?

-

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. How to design better merch [BBT Newsletter]

2. Your merch is a direct reflection of your business 

3. Your merch can reinforce your positioning and brand story 

4. So what style of XYZ (a shirt or hat) should you offer?

5. Think beyond your primary logo (give your fans winks & nods)

6. Create merch drops & scarcity 

7. Create a beautiful retail footprint (please exit through the gift shop)

8. Should you sell your merch online?

-

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:

Cody and Isaac remark on CODO's 14th anniversary without much fanfare.

—

Q1: Did design school prepare you for running a business?

Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just curious to hear what your thoughts and approach to the amount of names provided are. 

Q3: Wanted to ask a business question (sorry, this isn’t beer related!) Do you enjoy sales? I struck out on my own back in 2020 and it’s been going fairly well since then. But I find sales to be the hardest part of growing my practice. Any help here would he appreciated.

Q4: Do you ever worry that by releasing books that deep dive into your process, breweries will no longer need your services?

Q5: Do you find that your team ever gets tired only working on beer branding projects? I run a small agency myself (currently 3 people) and we have an ongoing debate about whether or not we should focus on one particular industry like you all have. 

Q6: How important has writing books been for your business?

Q7: What are 3 design/business books that every recent grad should read?

Q8: I’m an in-house designer at X. I recently brought an idea for a new product to our marketing director and head brewer and they basically laughed it off without any consideration. I won’t get into specifics, but I believe it’s a smart move based on what I’m seeing around the industry (including reading in your newsletter). So my question is, how can I get my team to listen to my ideas? I’m young, and new to this position and the beer industry (coming up on my one year anniversary), but I’m passionate and learning as much as I can. I figured you might have some insight here since you’ve previously talked about showing work and selling your ideas when you were a younger designer.

-

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. https://beerbrandingtrends.com/how-to-future-proof-your-brand/

2. Consistency, Relevancy and Advertising $$$ 

3. A compelling point of view and immutable cultural relevance

4. What dragon are you slaying?

5. Cody rocks a grim reaper air freshener?

6. On simple, iconic marks (+ a limited color palette and consistent iconography)

7. And then spend hundreds of millions of dollars on advertising (easy peasy!)

—

Learn more at www.craftbeerrebranded.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. How has the in-house vs. external agency dynamic evolved over the last decade.

2. Why are designers such assholes? (Were we born this way?)

3. Why we advocate for breweries to build in-house teams.

4. “Look how the massacred my boy.”

5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution).

6. How we work with an in-house to team to get the most mileage out of a clients budget.

7. The power of building guidelines together.

8. Post-project After Action Reviews (AARs).

-

Learn more at www.craftbeerrebranded.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. Why are people historically apprehensive about working with an agency that isn’t local to them?

2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state?

3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work.

4. Travel us the easiest way to navigate this issue. But what if we can't travel?

5. Why collaboration and upfront brand strategy is even more crucial when working with a remote branding firm.

6. Stick. To. The. Agreed. Upon. Timeline.

7. Meetings are important (unless they aren’t). How do you know the difference?

8. Do you have to wear pants for a video call?

9. Specific communication tools make the process run smoother—Drive or Dropbox. Slack, etc.

-

Learn more at www.craftbeerrebranded.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. How to Scale the Sub Brand Ladder [Newsletter]

2. Your Band Architecture isn't a static thing.

3. You can scale up and down the Beverage Brand Architecture Continuum over time.

4. How to develop a fanciful brand name [Podcast]

5. Fernson Brewing's package refresh

6. Sub Brands vs. Endorsed Brands [Newsletter]

7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 

8. On variety packs [Newsletter]

9. KettleHouse & Cold Smoke

-

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. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter]

3. CODO's 2023 Beer Branding Trends Review

4. The role of the parent brand in Brand Architecture

4. Beverage Brand Architecture Continuum

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

-

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. Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. CODO's 2023 Beer Branding Trends Review

-

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