Plan the development of your brewery for the second quarter of 2023
Today, we're going to give you some tips for planning the (re)branding of your brewery in 2023. We'll be talking about rebranding and structuring your ranges in 2023, as well as sales strategy and the need to focus on local customers or, conversely, a more national clientele.
We'll also talk about the importance of brand versus beer style. How can we meet the preferences of Gen-Z and target a more diverse audience? And finally, we'll look at the variety-pack trend. Whether you're a craft, revival, family or industrial brewery, these tips will help you stay competitive and stand out in the fast-changing brewing industry.
In 2023, many breweries are using rebranding to refine their offers, create sub-brands and diversify their ranges with non-alcoholic beverages.
1. Rebranding and portfolio development in 2023
In 2023, many breweries are using rebranding to refine their offers, create sub-brands and diversify their ranges with non-alcoholic beverages. Discussions often focus on developing a family of sub-brands around their best beer to explore range extensions and seasonal/ephemeral variants.
2. Re-enter the local market
Many regional breweries are looking to re-enter their local markets after expanding. Key questions include how to win back their local market, find relevance at home and reintroduce themselves.
3. Brand VS. Style
Brand loyalty is gaining ground against the search for specific styles. Breweries need to focus on building long-term brands and differentiate their identity, portfolio, tasting room experience and loyalty program.
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4. Gen-Z and its consumption options
Generation Z has more beverage options than previous generations, including a mature range of craft beers, wines, spirits and the emerging fourth category (the Beyond Beer segment). Breweries need to listen and respond to their preferences.
5. Women consume more alcohol than men (in the US at least...)
In the United States, women now drink more alcohol than men, This is an opportunity for the beer and beverage industry. Breweries need to target a more diverse audience. The number of Asian, Black and Latina women drinking alcohol regularly has increased by 84% since 2004. This trend continues to grow, so it's crucial for the beer and beverage industry to quickly realize that it's not just targeting traditional craft beer consumers (white males, Millenial generation). We're also seeing the emergence of more and more gender-neutral visual communication.
6. Growing variety-packs
Variety packs and multipacks are becoming increasingly popular. Breweries should consider these formats to offer new brands and meet consumer demand. 2 sub-trends are worth noting:
Variety-packs designed for a specific occasion
Variety packs should be seen as a single brand with a specific value proposition and occasion. Breweries need to provide an attractive theme and suggest an occasion to encourage purchase.
«Potpourri Packs»
Packs offering different categories of drinks (alcoholic AND non-alcoholic) could become popular as practical variety-packs, although they would be difficult for most breweries to implement (not to mention the Evin Law, of course).
Generation Z has more beverage options than previous generations, including a mature range of craft beers, wines, spirits and the emerging fourth category (the Beyond Beer segment).
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