Video: Discussing Rebrands with CBC 2016 Attendees

Hardly a week goes by now where we aren’t receiving some kind of announcement regarding a branding update. Last month it was Brooklyn Brewery who unveiled an updated look, the first in 28 years. Just days before, Ninkasi Brewing unveiled new label artwork for three of its flagship offerings. Others too, like Bell’s Brewery, Stevens Point Brewery, Full Sail Brewing, among others, have already announced similar refreshes this year.

So at the 2016 Craft Brewers Conference, held last week in Philadelphia, Brewbound asked several attendees for their thoughts on the recent uptick in craft rebrands and how companies should approach the process of updating their looks.

Driving the rebranding efforts, respondents said, is a surge in competition and a fight for shelf placements. With 4,400 breweries currently operating in the U.S., the value of owning space on sagging retail shelves has never been higher, and the battle to stand out never more fierce.

Several interviewees also suggested that many of the of branding efforts were being introduced by established breweries who, after a couple decades, are in search of a ways to unify their look under a distinct brand identity.

But updating a brand’s image also comes with some inherent risk, and many respondents cautioned against making drastic changes. While a simple refresh to label art may help a product get attention, a company could run the risk of confusing customers or, worse yet, driving drinkers away from the brand.

Watch the video above to hear what some CBC attendees believe are the keys to a successful rebrand.

Brewbound Job Board

The leading job board for the beer industry. Featuring hundreds of jobs from leading breweries and associated companies.

Brewbound Marketplace Listing

The Brewbound Marketplace features listings for equipment, services, and more. Post a listing today.

Brewbound's Database of Breweries

Brewbound's database of breweries includes thousands of breweries from around the world.

Beer Events Calendar

A public calendar of events that are happening in the beer industry

View calendar | Post Event
Brewbound Live Winter 2020

Santa Monica, CA ● Nov. 30 + Dec. 1, 2020

Early Registration Open
Cannabis Forum Summer 2020

New York, NY ● June 12th, 2020

Early Registration Open
Brewbound Podcast

The Brewbound Podcast features interviews with beer industry executives and entrepreneurs, along with highlights and commentary from the weekly news. New episodes every Thursday.