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

Archive for the 'Cascade Brewery' Category

24 November

200 Australian breweries mark an historic high

Australian brewery numbers have reached a high not seen for over a century.

This was the good news from Australian brewing historian Dr Brett Stubbs.  See his research work here.

Over the years I’ve had many conversations with Brett about Australia’s brewing heritage. Often these chats were about the massive decline in small breweries across Australia in the late 1800s and early 1900s. This rapid decline was in response to advances in brewing and transport technologies, stiff competition from large city-based breweries, and new Federal supervision but also rationalisation due to economic downturn (thanks Brett!).

My interest was in the role this phase had in setting up the state-based dominance of mega-breweries like Castlemaine Perkins Limited, Tooheys, Cascade, CUB and Swan.

Brewer, and member of the Craft Beer Industry Association, Dave Bonighton at the Mountain Goat brewery. Source: ABC Rural website. Pic: Cath McAloon

One of an increasing number of successful Australian craft brewers, Dave Bonighton, at the Mountain Goat brewery. He’s a member of the Craft Beer Industry Association. Source: ABC Rural website. Pic: Cath McAloon

“The trend is your friend” so they say
A recent article by Brett highlights an important brewing milestone. It tells some good news about the current number of breweries across Australia. With Brett’s permission I’m pleased to share this good news story in full. Enjoy .. Read more…

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!