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Interesting article; there are indeed challenges ahead for both the larger brewers and the craft brewers. As the article mentions, some of the bigger operators on the UK craft beer scene are focusing on creating strong brands and raising exposure. When craft producers were just starting to emerge, overt marketing was seen as something that was only done by the major brewers – rebelling against this with a quirky, amateurish visual identity helped craft brewers distinguish themselves from the big brands. There are still many craft producers who adhere to this deliberately “anti-brand” approach and who still think that being passionate about making exciting and experimental beer is enough to drive demand, and that’s simply not the case anymore.
The craft beer drinking demographic has changed– it isn’t the sole preserve of self-styled “beer geeks” any more – craft brewers need to appeal to an increasingly more mainstream audience. Add to this the sheer number of craft breweries out there and the fact that the major brewers are trying to get in on the act with their craft-style offerings and it’s clear that craft brewers need to be thinking about developing strong brands right from the start if they want to survive and thrive in the long term.
I appreciate that branding and packaging design aren’t necessarily the forte of the average craft brewer, but as long as the craft industry keeps making fantastic beer but for the most part clothing it in poorly designed packaging the majors will be quite happy. But just think what will happen if more of the new players start to put their great, innovative beer in desirable, well thought-out and properly designed packaging; sales will snowball, and then what?

Steve Whitehouse
Director of Food and Drink Marketing
iwp.co.uk