Turning 25 is a remarkable feat in any industry. But in craft beer, one isn’t granted sales just because they’ve been around longer than the next guy. In fact, there’s a good deal of literature and IRI info that shows just the opposite. Today’s successful brewery, young or old, is light on its feet. It can’t rest on its laurels and it has to continually adapt to make world class beer (that meets whatever ephemeral style whim the consumer wants in a given year).
We’ve had to have a few uncomfortable conversations with breweries ahead of their rebrands about the need for true internal change before making any external changes. This is always a hard thing to do as a small business owner myself—you can give us tons of money and we can design the most beautiful identity and packaging on the planet. But if your beer is boring, or flawed, you’ll continue dying on the vine no matter how much money you give your design firm.
Atlanta Brewing (then, Red Brick Brewing) began making just these changes back in 2014 with key personnel changes. We’ll dive more into this in the conversation below. For now, just know that Atlanta did everything right. They got their leadership, brewing staff, sales, and operations houses in order long before even considering a rebrand. And believe me, without this legwork and core internal culture shift, Atlanta’s rebrand would not have been even as remotely as successful as it has been.
This stage set, let’s catch up with the Atlanta team to discuss ROI and how their first year has gone with a new name, packaging, website and battle flag.