Staggered rebranding: an inevitable strategy for breweries in 2023?

According to Brasseurs de France, one in ten breweries could cease trading by 2023 due to rising costs, not only of raw materials, but also of consumables such as bottles and cardboard. General inflation, the difficulties faced by organic stores and the drop in consumption of beer also contribute to this difficult situation.

Phased rebranding: what is it?

Phased rebranding is a strategy that involves renewing your identity and marketing approach gradually, rather than radically. It could also be called« rebranding gradual »or « progressive rebranding« . This approach seems more relevant today, as it has become difficult to launch a new branding of a block, given the multiplicity of distribution channels and social networks.

Why opt for rebranding over time?

Staggered rebranding is a way of dealing with market realities. It's counter-intuitive to take products off the shelves before their BBD or UBD. Furthermore, staggered rebranding reduces costs, as you don't have to wait for the perfect moment to launch the new branding. During this waiting period, money could potentially be lost, as the new branding is expected to outsell the old one.

It therefore seems inevitable that the old brand identity with the new one during this transition phase. But what's the best way?

How do you set up progressive rebranding?

The first step is to communicate. It's essential to announce the change several times on social networks to ensure that the message is well received by the public. consumers. It is also advisable to create a dedicated rebranding section on your website to explain the reasons for the change.

It is also important to work with a consulting firm or specialized agency that understands your brewery's issues and objectives. This service provider can help create what we call a « Design System »(or modular design system), which makes it quick and easy to change the design of products according to your graphic charter.

Finally, managing label stock is crucial. It's not necessary to throw out the old labels to launch the new branding. It's wiser to gradually deplete the stock while introducing the new ones.

For the rebranding of Volcelest brewery, Studio Blackthorns has set up on their website different pages presenting before-and-after sliders of their products, allowing loyal consumers to understand this transition. The idea was to make a lasting impression, so that the brewery's target audience would be able to identify with it when they came into the store ready to buy a beer. Rebranding needs to be done with care and subtlety, and it's vital to ensure that former consumers don't lose sight of their favorite brand.