A Brand Architecture framework for positioning, branding, and launching your next beverage (without harming your brewery’s reputation)
Thousands of breweries are moving into the Beyond Beer space with exciting non-beer beverages each year. And at some point, every brewery will be confronted with the decision about whether or not they should move into a new category. This move can be both an opportunity and a risk, begging some critical questions:
- Should this new product be positioned as being from our brewery, or should we develop a specific name for it?
- Could making a non-beer product hurt our brewery’s reputation or positioning?
- What if this entire idea flops?
- What if this new beverage sells better than our beer?
The Beyond Beer Handbook will demystify the process of launching new beverage extensions and help your brewery answer these key questions toreach a solid, well-informed decision in an afternoon.
Part book, part quiz, and part choose-your-own-adventure-style novel, The Beyond Beer Handbook is a purpose-built tool for helping you expandyour brewery’s portfolio and build a more resilient business.
It will quickly get your team oriented and outfitted with the info and concepts you need to confidently position, brand, and launch any extension, beer or beyond.