• 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

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

What is authenticity’s role in branding your craft beer?

June 29, 2015Cody Fague and Isaac Arthur

CODO Craft Beer Authenticity
How can your brewery communicate authenticity while growing?

I heard a great TED Talk the other day that discussed authenticity’s role in branding. The idea that caught my attention was that the more ubiquitous something becomes (say, a craft brewery), the more likely we are to think of it as being mass produced, less special and less “real.” Even if the reason that company became more commonplace is due to having a great product, service and story.

This immediately made me think of craft beer and the unfortunate phenomenon we see of people supporting and championing new breweries until they start to become more well-known. Breweries are only cool as long as they’re a unique, special thing you and your friends can share. You’ve seen a similar, groan-worthy trend in Indie music circles for decades.

So what can we take away from this? What can breweries do to ensure early fans remain with them for many, many years?

Let’s start by digging into what it means to be authentic itself. Is it tied to quantitative things like a ceiling on beer production? Your corporate structure? How many people you employ? Does being VC-backed versus bootstrapping your brewery matter?

For the sake of this thought, I’d say it’s tied more to qualitative things like your positioning and brand essence. Does your name tell a compelling story? How about your packaging?

How can you remain authentic while growing?

The most important thing you can do is not lose track of your brand essence as you grow. What’s the compelling story behind you opening up shop? Why should people love you and your beer? What makes you special? What do you stand for? If you can keep telling that story in a clear way, you’ll keep your loyal fans and continue attracting new ones.

This column was provided by the folks at CODO Design, a five-man branding firm based in Indianapolis, IN. They’ve spent years working with startup craft breweries on naming, branding and positioning, responsive web design, and package design. They’ve gathered their experience into a comprehensive Craft Beer Branding Guide to help startup breweries navigate the entire branding process. Check it out at www.craftbeerbrandingguide.com.

2022 Beer Branding Trends Part 2: Beyond Beer
2022 Beer Branding Trends Part 1: Reinvention
How to brand your hard seltzer, navigating from brewery to beverage company
How to Launch Your Rebrand: Craft Beer, Rebranded, Episode 14

Reader Interactions

Comments

  1. mrbrewreview says

    July 1, 2015 at 9:38 pm

    What is authenticity’s role in branding your craft beer? http://t.co/RQT8OvD2Kl via @craftbrewingbiz

    Log in to Reply
  2. mkanach says

    July 1, 2015 at 4:18 pm

    What is authenticity’s role in branding your craft beer? http://t.co/pc7wBD2Imu via @craftbrewingbiz #craftbeer #branding

    Log in to Reply
  3. Gary James Magnone Jr. says

    June 30, 2015 at 6:21 pm

    Gary James Magnone Jr. liked this on Facebook.

    Log in to Reply
  4. Isaac Arthur says

    June 29, 2015 at 2:36 pm

    Isaac Arthur liked this on Facebook.

    Log in to Reply
  5. Labeltronix says

    June 29, 2015 at 1:05 pm

    What is authenticity’s role in branding your craft beer? http://t.co/uy12Jkd47e

    Log in to Reply
  6. CODODesign says

    June 29, 2015 at 12:54 pm

    RT @CraftBrewingBiz: What is authenticity’s role in branding your craft beer? #Branding insight via @CODODesign http://t.co/2CM6O5N2LS

    Log in to Reply
  7. Jeff Platt says

    June 29, 2015 at 12:52 pm

    Jeff Platt liked this on Facebook.

    Log in to Reply
  8. MeasuredMethods says

    June 29, 2015 at 12:35 pm

    What is authenticity’s role in #branding your #craftbeer? http://t.co/7rcH0095qw

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • AB Biotek introduces a new range of Pinnacle yeast for craft brewing
  • Distribution update: Athletic Brewing brings NA beer to JetBlue + big acquisitions from Markstein and Hensley Beverage
  • Who is ready to order alcohol direct from Diddy?
  • G&D Chillers expands R&D and manufacturing capacity

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Distribution update: Athletic Brewing brings NA beer to JetBlue + big acquisitions from Markstein and Hensley Beverage
    May 25, 2023
  • Who is ready to order alcohol direct from Diddy?
    May 25, 2023
  • taproom foodTaproom guests want food. How can you best provide it?
    May 24, 2023
  • Beer Institute and National Beer Wholesalers Association release report: Beer industry contributes $409 billion to the economy
    May 24, 2023
  • Flying Dog craft breweryFX Matt Brewery acquires Maryland’s Flying Dog Brewery, aims to bring all production to New York
    May 23, 2023
  • Harpoon Rec leagueHarpoon, Draft Kings release co-branded Rec League to promote sports betting and more drinks to know this week
    May 23, 2023

Footer

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

© 2023 · CBB Media LLC