Beer Branding Trends

Points of discussion: 1. 2024 Beer Branding Trends Report - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. 2024 Beer Branding Trends Report - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. 2024 Craft Beer Branding Trends 2. Join the Beer Branding Trends Newsletter to receive exclusive insights 3. How to design better merch 4. How to scale the Sub Brand Ladder 5. Modular Brand Identity Systems 6. Hop Water - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Our wonderful travel experience headed out to CiderCon. 2. Hard Cider segment overview 3. There are several multi-regional cideries that would land in the top 50 breweries by production volume 4. All eyes on Angry Orchard (and Boston Beer's quizzical lack of investment in the brand) 5. Defining Hard Cider 6. Should your brewery launch a Hard Cider? 7. Brand Architecture & Fourth Category beverages we're seeing in cider 8. How far away from apples can you get and still claim to be a cider? 9. Parallels between beer and hard cider 10. NA cider's are an interesting positioning challenge 11. Exploring cider's halo effect (an inherent naturalness that comes from being tied to agriculture) 12. Gluten free as a secondary benefit - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Building the Cold Drinking Beer Brand. [Case Study] 2. The Virginia Beer Co. - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Listener submitted questions: 1. Can a brewery handle its rebrand in-house or should this always be outsourced? 2. Does CODO prefer branding new breweries or rebranding established ones? 3. Did CODO ever considering opening a brewery? Plus, what beverage category would we launch right now if we were in the market to? 4. Do you think it's worth putting the Brewers Association's Independent Seal on packaging these days? 5. How should we deal with a delicate IP / beer naming situation? 6. What are some tips for how to be a terrible client? (???) - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Should all brewery rebrands lead to growth? 2. On Fat Rare and Samuel Adams' recent rebrands. 3. Various reasons for rebranding we've heard from our clients: - “Our packaging is all over the place visually. And with 25+ new releases per year, it's always getting worse.” - "We've got multiple locations now and want to develop a consistent look and experience that spans the entire company." - “We’re not really sure what our story is. Sure, we’ve grown a lot and people love our beer, but I feel like we could be so much further along if we actually spent time dialing in our marketing and branding." - “We’re shifting to a new format (moving from 12oz to 16oz cans) and want to make everything hang together on shelf.” - "We're buying a brewery and, other than the name, think everything about the existing branding and packaging needs to change." - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. What is a Branded House? 2. In defense of the Branded House [BBT Newsletter] 3. Beverage Brand Architecture Continuum 4. The Branded House for the new brewery 5. The Branded House for an established brewery coming out of a rebrand 6. Mission Brewing's rebrand as an example - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. "Do you think this will be a rebrand or a refresh?" 2. Craft Beer, Rebranded - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Cody is too jacked. It's distracting. 2. Start building your email newsletter list. 3. Start emailing your list. (Revelatory!) 4. Build a *rough* content marketing plan. 5. Build your media library 6. Intellectual Property hygiene 7. Take care of yourself. (Yes, you.) - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. What is a Legacy Brewery? [BBT Newsletter] 2. Traditionally defined as ~25+ years old 3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010 4. The amount of breweries that opened in your market after you is more important than your overall age 5. Advice for Legacy Breweries 6. Lean into your historicity - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Embracing the Staggered Rebrand Launch [BBT Newsletter] 2. Craft Beer, Rebranded 3. Triage your key brands 4. Mind (and manage) your public messaging & storytelling 5. Launch your digital footprint now 6. Launch your new mech now 7. On "prolonging the magic" 8. Take a deep breath. Will anyone remember? 9. What revenue / profit are you leaving on the table by not launching now? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. How to design better merch [BBT Newsletter] 2. Your merch is a direct reflection of your business 3. Your merch can reinforce your positioning and brand story 4. So what style of XYZ (a shirt or hat) should you offer? 5. Think beyond your primary logo (give your fans winks & nods) 6. Create merch drops & scarcity 7. Create a beautiful retail footprint (please exit through the gift shop) 8. Should you sell your merch online? - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: Cody and Isaac remark on CODO's 14th anniversary without much fanfare. — Q1: Did design school prepare you for running a business? Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just curious to hear what your thoughts and approach to the amount of names provided are. Q3: Wanted to ask a business question (sorry, this isn’t beer related!) Do you enjoy sales? I struck out on my own back in 2020 and it’s been going fairly well since then. But I find sales to be the hardest part of growing my practice. Any help here would he appreciated. Q4: Do you ever worry that by releasing books that deep dive into your process, breweries will no longer need your services? Q5: Do you find that your team ever gets tired only working on beer branding projects? I run a small agency myself (currently 3 people) and we have an ongoing debate about whether or not we should focus on one particular industry like you all have. Q6: How important has writing books been for your business? Q7: What are 3 design/business books that every recent grad should read? Q8: I’m an in-house designer at X. I recently brought an idea for a new product to our marketing director and head brewer and they basically laughed it off without any consideration. I won’t get into specifics, but I believe it’s a smart move based on what I’m seeing around the industry (including reading in your newsletter). So my question is, how can I get my team to listen to my ideas? I’m young, and new to this position and the beer industry (coming up on my one year anniversary), but I’m passionate and learning as much as I can. I figured you might have some insight here since you’ve previously talked about showing work and selling your ideas when you were a younger designer. - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. https://beerbrandingtrends.com/how-to-future-proof-your-brand/ 2. Consistency, Relevancy and Advertising $$$ 3. A compelling point of view and immutable cultural relevance 4. What dragon are you slaying? 5. Cody rocks a grim reaper air freshener? 6. On simple, iconic marks (+ a limited color palette and consistent iconography) 7. And then spend hundreds of millions of dollars on advertising (easy peasy!) — Learn more at www.craftbeerrebranded.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. How has the in-house vs. external agency dynamic evolved over the last decade. 2. Why are designers such assholes? (Were we born this way?) 3. Why we advocate for breweries to build in-house teams. 4. “Look how the massacred my boy.” 5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution). 6. How we work with an in-house to team to get the most mileage out of a clients budget. 7. The power of building guidelines together. 8. Post-project After Action Reviews (AARs). - Learn more at www.craftbeerrebranded.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Why are people historically apprehensive about working with an agency that isn’t local to them? 2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state? 3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work. 4. Travel us the easiest way to navigate this issue. But what if we can't travel? 5. Why collaboration and upfront brand strategy is even more crucial when working with a remote branding firm. 6. Stick. To. The. Agreed. Upon. Timeline. 7. Meetings are important (unless they aren’t). How do you know the difference? 8. Do you have to wear pants for a video call? 9. Specific communication tools make the process run smoother—Drive or Dropbox. Slack, etc. - Learn more at www.craftbeerrebranded.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. How to Scale the Sub Brand Ladder [Newsletter] 2. Your Band Architecture isn't a static thing. 3. You can scale up and down the Beverage Brand Architecture Continuum over time. 4. How to develop a fanciful brand name [Podcast] 5. Fernson Brewing's package refresh 6. Sub Brands vs. Endorsed Brands [Newsletter] 7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 8. On variety packs [Newsletter] 9. KettleHouse & Cold Smoke - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter] 2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter] 3. CODO's 2023 Beer Branding Trends Review 4. The role of the parent brand in Brand Architecture 4. Beverage Brand Architecture Continuum 5. Beverage Extension Assessment Tool (B.E.A.T.) - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion: 1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter] 2. CODO's 2023 Beer Branding Trends Review - Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com - Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com - Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com