Packaging a Craft Beer Brand Bizability Event, Chapman University August 3, 2013.

Packaging a Craft Beer BrandBizability Event, Chapman UniversityAugust 3, 2013

Key Elements of Branding Through Packaging

Engage your material supplier early, if not firstSaves time and cost in brandingDesigners will love youValue engineering must be done early

Differentiation does not have to cost a fortuneCritical in the start up phaseCollaboration with creative side is key

Be careful how you spend your branding dollarsEmotional vs. Impactful

Examples

Our Central BeliefsOur CUSTOMERS are the lifeblood of our organization

Our hiring will produce ENTHUSIASTIC and passionate people

Our SUPPLY CHAIN partners are an extension of our company

Our GROWTH is relentless, balanced with conservative management

Master Cartons – Great Basin vs. DustbowlStructural engineeringFlexo vs. litho print in the design processValue engineering – board color

Keg Collars – Stone vs. Mission Increased flexibility with special releasesDistribution cost savings Improved handle usage at retail

Examples Continued

Our Central BeliefsOur CUSTOMERS are the lifeblood of our organization

Our hiring will produce ENTHUSIASTIC and passionate people

Our SUPPLY CHAIN partners are an extension of our company

Our GROWTH is relentless, balanced with conservative management

Bottle Labeling – Coronado vs. MissionBranding would not translate across

technologiesNot a lot of cost difference between the two

Stone Cellar Carrier vs. Wrapped Delivery VanEmotional vs. Impactful

Color Selection Strategies

1. I have no idea

2. Know your substrates

3. Know your print technologies

4. Make sure your material supplier and your designer/agency are sharing a craft beer together

Optimal Size Selection(bottle size, 4 pack vs. 6 pack, etc)

1. I have no idea

2. Pack price seems to be driving most decisions

3. Protect your profitability

4. Don’t do something because someone else does

And the most important component in branding?

Chris Cramer, CEO & Co-FounderKarl Strauss Brewing Company

“My biggest fear in the industry today is product quality and the integrity of craft brew. Any new player has a responsibility to bring a quality product to market, which helps everyone succeed and keep the craft brew industry growing”

Thank you & Good Luck!