In a fast moving consumer market brands need to flex to meet new and changing market growth opportunities, whilst also maintaining the confidence of their core consumers. The trick is to extend brand reach and enhance equity – through NPD and brand extension. This enables brands to remain current and react to changing market demands by reaching out to complementary target markets without having to rebrand or risk disenfranchising existing consumers.

In the case of Moorhouse’s Brewery, it had already nailed its core, traditional market with a recent, successful rebrand and now wanted to extend its reach in the craft end of the sector. The craft beer category has been an absolute exemplar of how to reposition in the high-end market and the challenge for Moorhouse’s was to adopt similar principles (artisan, originality, authenticity) in what is now a well-established category. Fortunately, the recent rebrand had already laid the foundations for future brand developments with its mystical beers proposition and its Pendle Hill (of witches’ fame) provenance. The brewer developed a series of ‘on trend’ beer styles and we created a new sub-brand range that was more edgy and mysterious, whilst pivoting around the Moorhouse’s core brand equities. Keeping it relevant whilst also being disruptive in the wider beer market.

This new sub-brand range has added value and opened up new channels to market and retail opportunities, whilst also strengthening appeal with its core customer base, who now have a wider choice, especially if they are tempted to try more crafty beer styles. The results are outstanding and the new range has true integrity in a highly competitive and noisy category that has become more-and-more disingenuous.

View the case study for this project here.