Insights on beer marketing & PR by a beer-war vet

15 March

Brand in the hand

One of the earliest lessons I learned from beer marketers was the value of the ‘brand in the hand.’

Patently obvious to learned FMCG marketers, the message was blindingly simple – all of your brand attributes could be (should be) summarised by the pack in your hand.

So… it continues to baffle me that so much effort frequently goes into brewing the beer while the design, the key message-delivery platform – the brand in the hand – seems an afterthought.

I’ve written about this before highlighting the sorrowful cringe I get seeing so many crap (‘yes’ it’s personal opinion and I’m no designer) designs for labels and packages.

I highlighted what I thought ‘good’ looked like in the work of Little Creatures: specifically the work done by braincells design.

cavalier packaging

Brand in the hand

So it gave me a buzz to see the Cavalier team reveal a cool, well-designed refresh for their Brown Ale (pictured) and Pale Ale.

I’m not sure how recent this refresh is.

Regardless: to me it shows solid design and clarity of alignment with their overall brand.

This is not an easy thing to do for craft and small brewers with limited resources.

And even for the big guys it sometimes represents a challenge: as the tortured Cascade brand shows I believe.

Here’s to good design helping brands look as appealing as they should! Cheers!