• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Rebranding effort: Elevator Brewing attempts to beef up profile in competitive industry

January 15, 2015Chris Crowell

craft beer rebranding
Is your craft brewery in need of a rebrand?

 

Great branding is essential if a brewery is going to prosper. This might be somewhat depressing: Consider that your business’s success relies just as much on colors, logos, names and evoked emotions as it does the actual quality of your product, but try to think of it as an opportunity. (Rebrand the idea of branding in your mind.)

Columbus, Ohio-based Elevator Brewing, for one, is seeing an opportunity. The Ohio craft beer scene, always near the upper tier across the U.S craft beer landscape, is only getting more crowded and competitive, not only with an explosion of in-state brewing talent but also with a large influx of out-of-state heavyweights. According to Columbus Business First, this 16-year-old brewery is starting to refocus and hopefully boost its place in the state’s craft brewing hierarchy with a branding update.

From Columbus Business First:

“When we started, we decided to brand the product, but not the house because no one knew who we were,” owner Dick Stevens told me. “Now we’re branding the house.”

Six-packs and bottles have been redesigned to make the Elevator logo more prominent.
Stevens said that with the increasing craft beer competition – including more than 100 brewers in the state now, with 20 or so of those in Central Ohio and bigger regional and national players selling in the state – 2015 is about finding new ways for his brand to stand out.

The new packaging is part of that. He said the company also is going to be more active on social media and host more events through the year.

Elevator Brewing is just one of thousands of local craft breweries out there thinking about their place within their local and statewide craft beer scene and what they could be doing better. We have some useful features for those considering branding or rebranding. Some examples:

How can craft brewers calculate brand position?

Setting new breweries apart through branding and positioning

Craft beer branding strategies: How to build customer engagement, retention

Have any of you fine readers out there recently completed your own rebrand (subtle or significant) and seen some interesting results? We’d love to hear about what you did and the success you’ve seen. Reach out to [email protected] if you’d like to share.

How to Launch Your Rebrand: Craft Beer, Rebranded, Episode 14
How to be the Greatest Client Ever: Craft Beer, Rebranded, Episode 13
How to define your brewery’s audience: Craft Beer, Rebranded, episode 8
How to frame your core values: Craft Beer, Rebranded, episode 4

Reader Interactions

Comments

  1. TimRanglos says

    January 16, 2015 at 9:15 pm

    RT @CraftBrewingBiz: Rebranding effort: @ElevatorBrewing attempts to beef up profile in competitive industry http://t.co/ajz1D33ne6

    Log in to Reply
  2. CODODesign says

    January 16, 2015 at 4:06 pm

    RT @CraftBrewingBiz: Rebranding effort: @ElevatorBrewing attempts to beef up profile in competitive industry http://t.co/ajz1D33ne6

    Log in to Reply
  3. crsimp01 says

    January 15, 2015 at 10:39 pm

    Rebranding: Elevator Brewing boosts profile in craft beer scene http://t.co/0rd76QWAIP via @craftbrewingbiz

    Log in to Reply
  4. Measured Methods says

    January 15, 2015 at 3:07 pm

    Measured Methods liked this on Facebook.

    Log in to Reply
  5. MeasuredMethods says

    January 15, 2015 at 2:47 pm

    RT @CraftBrewingBiz: Rebranding effort: @ElevatorBrewing attempts to beef up profile in competitive industry http://t.co/oyXLnSC38h

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Watch: This awareness video on human trafficking from beer wholesaler Markstein Sales will move you to action
  • Distribution updates: Massachusetts brewers celebrate franchise reform, Yuengling goes to Texas with Molson Coors and more from Bell’s, Stone and beyond
  • San Francisco’s Fort Point Beer moves from self-distribution to partner with Matagrano Inc.
  • Craft Brewers Conference rescheduled for Sept., moves from San Diego to Denver, may go online as a backup

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Watch: This awareness video on human trafficking from beer wholesaler Markstein Sales will move you to action
    January 14, 2021
  • Distribution updates: Massachusetts brewers celebrate franchise reform, Yuengling goes to Texas with Molson Coors and more from Bell’s, Stone and beyond
    January 14, 2021
  • COVID19 coronavirus mask moneyWhy you need to maximize engagement during a pandemic
    January 13, 2021
  • How the Employee Retention Credit can help breweries that paid employees during the pandemic
    January 12, 2021
  • The role of market research in go-to-market planning for craft breweries
    January 12, 2021
  • Tennessee beer tax rolls through legislatureSummary of new wrinkles to the Craft Beverage Modernization tax provisions via the TTB
    January 11, 2021

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2021 · CBB Media LLC

Continue ...

sponsored by