Unsurprisingly, many of the most popular BeerAdvocate stories in 2017 focus on hops, while a nearly equal number of popular stories explored the meaning of “craft beer” as Big Beer continued its aggressive takeovers.
Heineken beer mislabeled as local craft brands in Ireland; Tree House Brewing secures $7.7 million bond for new brewhouse; Colorado breweries reunite under state brewers guild; AB InBev-SABMiller merger official; and Kirin buys minority stake in Brooklyn Brewery.
Tim Annis is an MBS student and a beer geek who couldn’t believe his luck when his professor at the Wisconsin School of Business announced their assignment: develop a branding strategy to revive Capital Brewery in Madison.
As the craft brewing industry continues to grow, its design approach should become more focused, allowing it to explore new audiences and markets. While I’m not suggesting the industry lose its sense of fun, it is perhaps time that the design equivalent of fart jokes steps aside for a more thoughtful sensibility.
As the craft beer segment grows, so does the number of brands, and as the marketplace gets tighter, branding becomes even more important in helping breweries stand out amongst the masses. Yet many craft beer businesses continue to fail to recognize the need to protect assets.
Just like there is no typical craft beer, there seems to be no typical craft logo. And with the ongoing proliferation of craft breweries in the US, branding is becoming both more crucial and more impressive than ever before.