Indianapolis: The Craft Brewers Conference aims to guide breweries through the rebranding process, focusing on consumer loyalty and market positioning. Vice president Ann Obenchain shares insights on maintaining brand identity while embracing innovation, emphasising storytelling and community ties as vital for success in a competitive landscape.
The brewing industry is gearing up for significant discussions on rebranding strategies, with the Craft Brewers Conference and BrewExpo America set to take place at the Indianapolis Convention Center from 28 April to 1 May 2025. As breweries face the dual challenge of maintaining consumer loyalty while evolving in a competitive market, insights have been provided to guide them through the rebranding process.
Ann Obenchain, vice president of sales and marketing at the Brewers Association, shared her expertise with The Drinks Business regarding the complexities and considerations that breweries must keep in mind during rebranding efforts. She emphasised that “Rebranding can be a valuable tool for growth, but it must be done thoughtfully to maintain consumer trust.” Obenchain highlighted the crucial connection that loyal customers often have with their chosen brands, noting that abrupt changes could alienate this base. “The key is to evolve the brand while respecting its roots—embracing innovation without losing what made it special in the first place,” she added.
Obenchain identified five essential components that breweries should contemplate when contemplating a rebrand. These include consumer perception, authenticity, market positioning, storytelling, and design and packaging. Understanding how current customers perceive a brand and what elements resonate most with them is vital, as is ensuring that any rebranding reflects the brewery’s core values and unique character.
Obenchain articulated that market positioning is crucial in determining whether a rebrand enhances or dilutes the brand’s standing in the industry. She further underlined the significance of compelling storytelling, stating that a rebrand should communicate the rationale behind the change and how it enriches the consumer experience. Additionally, updates to design and packaging need to strike a balance between being fresh while retaining recognisable elements, which is particularly important in the competitive landscape of independent breweries.
Pitfalls in the rebranding process were also highlighted by Obenchain. She cautioned against the risk of “losing brand identity” when changes are implemented too quickly, potentially leading to confusion among loyal customers. She also warned of the dangers of “confusing messaging” that could result in negative assumptions about the brewery’s quality or ownership.
Obenchain urged breweries to avoid focusing exclusively on attracting new customers at the expense of existing supporters, a strategy that could lead to backlash. Another potential mistake lies in “overcomplication”, as any rebranding initiative should aim to clarify the brand’s image, rather than obfuscate it.
Several key elements that should be captured in the rebranding were also outlined. Obenchain stressed the importance of emphasising brand heritage, ensuring that the original qualities that made the brewery successful remain at the forefront. The concepts of “people, place, and liquid” are also integral to the brand’s narrative, as is a commitment to quality, ensuring customers that the taste and craftsmanship of their beloved products will not change.
Furthermore, community and culture were underscored as essential aspects for independent breweries, with a reminder that strong community ties should be strengthened through rebranding efforts. Innovation and growth also play a major role, especially for breweries looking to expand their offerings or reach a broader audience.
Concluding her insights, Obenchain remarked that while rebranding can be an essential aspect of growth within the brewing sector, “transparency and authenticity are far more critical in maintaining a strong, loyal following.” She noted that drastic rebranding is not always necessary to remain relevant, as small refinements and clear communication regarding growth can be equally effective.
“Storytelling is everything,” Obenchain emphasised, underscoring that customers want to connect with the origins and passion behind their beer. No matter the extent of the changes, maintaining a strong narrative that resonates with consumers can be pivotal in keeping them engaged and supportive.
The forthcoming Craft Brewers Conference and BrewExpo America will offer attendees more than 60 educational seminars and over 140 speakers, covering twelve areas aimed at assisting brewers and their teams in their professional and personal growth.
Source: Noah Wire Services
