How can an innovative brewery transform beer from a commodity into an extraordinary experience?
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The Challenge
An innovative, non-traditional brewery sought guidance in elevating their craft beer from a simple commodity to something more special.
The Approach
We conducted a comprehensive cultural analysis, supported by an industry and market research, translating current trends into future opportunities. Through emerging consumer behaviours and market insights, we identified the brewery's unique positioning within the evolving beer landscape. By incorporating circularity into the brands ethos and operations, we renewed the strategy, bringing in innovative design, product & service directions, and consumer experience strategy to craft a unique go-to-market plan that resonated with the company's wild and boundary-pushing identity.
The Key Insight
Well positioned commodity goods can leverage experiential consumption and sustainable business practices to challenge and reshape people's perceptions, redefine product value, and create environmental benefits.
The Outcomes
01.
We establishing a clear vision and direction, capitalizing on the brewery's alternative fermentations and unorthodox techniques to create a compelling consumer experience. By reimagining the product strategy by embedding circularity into the brand's core identity, we established a new category of premium craft beer that commanded higher price points, driving a fourfold revenue increase within two years.
02.
We designed and launched the brewery's first brick-and-mortar store and bar, successfully shifting the brand to a symbol of innovative, experience-driven craft-brewing, and redefining the product line as premium goods.
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