Beer Branding Trends

Points of discussion: 1. What is a Modular Brand Identity System? 2. The "Facebook Problem"  3. Primary vs. Secondary vs. Tertiary components  4. Brand Identity vs. Brand Strategy (upstream vs. surface level) 5. Brand Guidelines  6. These are great for quickly rolling out merch programs. 7. Modular Identity Systems require a deft hand and hawkish editing to be built correctly. - Learn more at: www...

Points of discussion: Read the 2023 Beer Branding Trends Review   Q1: I asked this last year and am curious again, were there any sections / ideas that didn’t make it into the final draft? Thanks again for putting this all together. Love these reports. - Burt Reynolds and Tom Selleck founded Casamigos Tequila - Fingers Newsletter   Q2: On the idea of releasing a budget beer option… Let’s say that,...

Points of discussion: 1. 2023 Beer Branding Trends Review 2. New York Times article 3. Some Brand Architecture solutions: The Beyond Beer Handbook   4. Check out the Joe Camel JAMA Studies and subsequent lawsuits from the 90s. Wild to think that as many as 90% of 6 year old children could accurately match the Joe Camel campaign with the brand itself. - Learn more at: www.craftbeerrebranded.com / h...

Points of discussion: 1. 2023 Beer Branding Trends Review 2. Brewhouse sizing   3. The evolving role of packaging for the startup brewery  4. An increase in food and hospitality in craft beer  5. M&A activity (buying breweries and/or forming joint ventures) 6. Where are people building breweries? 7. Lifestyle Brands 8. Reviving Heritage IP brands - Learn more at: www.craftbeerrebranded.com / http:...

Points of discussion: 1. Read the 2023 Beer Branding Trends Review here . 2. Good George Brewing's rebrand 3. The Beyond Beer Handbook 4. BBT Issue on Hop Water 5. BBT Issue on breweries building budget brands - 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: hello@cododesign.com - Join 5,500...

Points of discussion: 1. Branding a startup brewery, feat. Lost Nomad Brewing 2. Name vs. No name 3. Identity vs. Story & Strategy 4. Positioning (What do you do? For whom? How are you different?) 5. Brand strategy drives the design train (always) 6. What is myth making? And why can't Isaac settle on one definition for it? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com...

Points of discussion: 1. How many people actually read brand guidelines? 2. Guidelines should be all killer, no filler tools. 3. There are two core components to brand guidelines—visual style guide and brand messaging guide. 4. These are important because you can reference them when working with other partners and onboarding new employees. 5. Are brand guidelines the same thing as an employee hand...

Points of discussion: - BBT 016 - Defining Your Brewery's Core Audience   1. How do you prevent customer personas from becoming overly stereotypical? Seems like this would leave the door open for any number of sweeping generalizations and maybe not be that valuable as you begin to work on brand strategy? And secondly, do you find that most brewery’s customer persona exercises tend to be similar? 2...

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...

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?...

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??? - Learn more a...

Points of discussion: 1. Beer Branding Trends Newsletter Issue on Hop Water - 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: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandi...

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. Sh...

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...

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...

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...

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 R...

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 — 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: hello@cododesign.com - Join 5,500+...

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? — Learn more at: www.craftbeerrebranded.com / http:/...

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...

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 - Learn more at: http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.co...

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...

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? - Learn more at www.craftbeerrebranded.com - Have a...

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 speak...

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...