Redhook Brewery is an interesting case study in the ever-shifting world of craft beer and microbreweries. A bit of an anomaly, Redhook was not started in Brooklyn but rather Seattle. It’s a microbrew, historically, yet the brand is almost 30 years old and owned partly by Anheuser-Busch. So, what does a slightly corporatized, ever-expanding beer company with a history of local tradition do when it wants to rebrand its product? Well, according to Seattle agency Hornall Anderson, choose an aesthetic rarely embraced by beer drinkers of any kind. With it’s tapered bottle reminiscent of a sports drink, brightly colored flavor-differentiating labels and clean, stylized mountain logo re-imagined, Redhook’s new brand is certainly a success visually. The question is, however, in a market where stark and modern design is rarely seen used successfully - how will the brewery’s fans react to the change? Personally, I like the look but am still dubious about how it fits into a sea of competitors touting van Gogh-style emblems (Blue Moon), tattoo-inspired inscriptions (Rogue) and heritage-driven no nonsense marketing (Blue Point), just to name a few.
Going along with their brilliant “Most Interesting Man in the World” campaign concept, in order to celebrate Cinco de Mayo Dos Equis has launched a food truck in Manhattan that will be serving out some particularly interesting dishes all week. The truck serves free tacos filled with the likes of tongue, ostrich, veal brain and crickets created by Chef Domingo Garza to pair along with Dos Equis. The taco fillings are considered Mexican delicacies and kill two birds with one stone, so to speak, by bolstering the traditional Mexican heritage of the brand as well as promoting the Most Interesting Man campaign by linking the tacos with bravery. Smart promotion!
Pick up your tacos now through the 7th (this Saturday) if you’re in NYC.
Great marketing materials and package design from a fledging brewery proves that just because it’s beer doesn’t mean you can’t take a brand position that is witty, colorful and sophisticated while maintaining a bit of that sophomoric humor that beer brands are so famous for endorsing. Hobson’s is also environmentally conscious and uses mainly locally-sourced ingredients, bringing a bit of eco-awareness to a side of the spirits industry that rarely promotes sustainability.