Why Branding Sets Beer Apart More Than Taste

In any blind taste test, the vast majority of drinkers would fail to distinguish any one beer brand from the other, except perhaps in the case of the likes of Guinness and Old Peculier. Never mind accurately recognizing the different beer styles (there are over a hundred), apart from those on the more extreme ends of the taste spectrum – for example, how do you tell the difference between a hoppy pale and an IPA? What makes a difference is branding. It identifies your beer and, when properly managed, gives a compelling reason for the consumer to choose your product in preference to the competition.

How Craft Brewers Disrupted the Beer Market

In particular, branding has been embraced by the brewers that grew out of the craft beer revolution. They disrupted the beer sector and created demand for a whole new, diverse range of styles and flavors. Moreover, they created provocative brands and used design to position their beers in the high-end sector, convincing consumers to pay more for less. This new generation of brewers was small, independent, and challenged the status quo of the big brewers, discovering a multitude of beer styles in the process. However, now the market is normalizing and settling back to some of its old ways (continental beers and Guinness are in fashion). Where does the independent brewer stand in this evolving market? Craft brewers are fast losing their status as the darlings of the beer sector and the pioneers of all that is ‘craft.’ The market is moving on – sessionable beers are popular again, the big brewers (and multiples) are flexing their economies of scale, and cask ale, this unique phenomenon of the UK beer market, is being rediscovered by a new generation of brewers and drinkers.

The Erosion of Independent Brewer Identity

What does independence mean to today’s brewer and, more importantly, to today’s drinker? If you reference the wider meaning of independence, in the USA, where the craft beer revolution started, the United States Declaration of Independence was about the basic ideas: ‘that God made all men equal and gave them the rights of life, liberty, and independence’. Would that this sentiment could be applied by the many to the beer industry too, men and women alike. The challenge for the independents is that their place in consumers’ eyes has been eroded in recent years. Many of the brand-smart brewers have created clearly distinctive identities and outstanding market positions, and have managed to capitalize on their investment by being acquired by the bigger players. Whilst several of those that have followed the ‘arty’ approach to their branding have tended to disappear down a rabbit hole of confusion, losing sight of their differentiating independent values – on bar and on shelf, they have now become indistinguishable.

How Independent Brewers Can Stand Out in a Crowded Market

In order to survive and thrive in today’s evolving beer market, independent brewers need to play to their strengths. Being smaller means flexibility in their ability to quickly adapt to consumer preferences and provide variety – flexibility is something that the larger brewers lack. There is also a propensity for consumers to prioritize locally based producers, with surveys both in the States and the UK stating that beer drinkers preferred to support their local independent brewery. These brewers need to make intelligent use of their branding to differentiate their beers in the overcrowded market (there are still almost 2,000 brewers in the UK alone). They need to zig when the market is zagging and focus on their individual identities, ensuring they are aligned with the consumers that really matter. This can be achieved by creating compelling propositions and positionings that are engaging and place value on their unique assets. Being independent is a state of mind, an attitude. It’s about having a unique voice and personality that stands out and resonates. Take BrewDog for example. Love them or hate them, they have built a beer dynasty around being a challenger brand in the face of the big brewers and standing up for independence. They have done it their way, you need to do it your own individual way. Your product is all about your brewing prowess, whilst your brand channels your passion and personality and makes the meaningful case for your independence – it makes the difference between success and failure.

Be brave, be different, be outstanding…