If you’re in the business, you’re probably familiar with the alarm sounds going off. “Beer is in decline,” “Gen Z doesn’t consume as much or as often,” “It’s all about RTDs and seltzers now.” Though some of those points are more true than others,  if you’re a brewer with a taproom or a national distribution chain there’s a point where those alarms are ultimately true, but useless. At the end of the day, beer is still a $117 BILLION industry. Sure, the explosive craft growth (and now saturation) wasn’t going to last forever, and unfortunately not every single brewer will make it. That said, we are of the opinion that those who will make it will invest in themselves: more specifically, their branding.

In the face of a decline, branding becomes more critical than ever. But we’re not just talking about a label, a tap handle, or some new shirt here. Beer branding can and has to go deeper to stay on a growth trajectory in 2025 and beyond. That means, yes, ensuring those core brand elements are up to snuff, but also looking at brewing strategy, flavor profiles and seasonality, taproom experiences, and so much more… “Wait, THAT’s my brand, too?!?!” you might ask. Yes, and in this modern world, it’s more important than ever to be compelling and consistent, from owned tap rooms to retail, and more.

What does this deeper dive into beer branding really mean? 

It means taking a deep look at everything you do. It’s about more than just slapping a new logo on a can; it's a holistic exploration of your entire brand ecosystem. Let's start with an audit, a deep dive into every touchpoint your customers have with your brewery. From your website and social media presence to the moment they walk through your taproom doors and the sip of beer that hits their palate. We're not just looking for what's working or not. We're on a hunt for untapped opportunities.

But beyond the audit, there’s a crucial element: understanding who you are at your core. What makes your brewery different? What's the story you're trying to tell? Is it about tradition and craftsmanship? Innovation and experimentation? A laid-back neighborhood vibe or a bold, adventurous spirit? We need to dig deep, past the surface-level details, to uncover the authentic identity that resonates with your audience.

We’ve gathered three places to start: Redefining yourself for now, finding the flavor bridge, and treating community as an action word.

Redefine Yourself For Now

For any brewery right now with rich histories (could even just be a decade), the challenge isn't creating an identity from scratch—it’s about evolving a legacy. It's a balancing act: honoring tradition while finding ways to resonate with contemporary consumers. This involves a strategic re-examination of your brand’s story, assets, and appeal. How can you leverage your heritage while speaking to a new generation? It's not about abandoning what made you successful, but rather, rediscovering and reimagining those core elements for a modern context,.

We’ve experienced this with work we’ve done for Genessee, Hudepohl Brewing Company, Little Kings, and have also watched with inspired eyes brands like PBR, Narragansett, and Guinness reintroduce themselves to a new generation. All of those revitalizations are deeply rooted in strategy and consistent execution. They redefined themselves effectively, and then brought it to life in market.

Find the Flavor Bridge

The flavor bridge is about understanding that people crave flavor and experience. By offering these transitional styles, you’re not diluting your brand; you're expanding its reach. You're showing that beer can be versatile, exciting, and welcoming to all. It's about meeting people where they are, then inviting them to explore the depth and richness of what you truly have to offer.

We experienced this in working with Christian Moerlein Brewery. Their focus was on traditional German styles. Our secret weapon? That one of the most beloved German styles is the radler. Enter the Rally Radler, a radler brewed specifically for baseball season. Giving drinkers an easy-drinking, flavorful option that pairs well with a hot day in the sun.

“Community” is an action word.

Community is one of the more common tropes you’ll see on the craft side. In the beginnings, some pictures of your taproom and location were enough to say you are part of the community. But just in our Cincinnati/NKY region alone, we’re seeing community be something you do, not your location.

Rhinegeist Brewery’s “Cincy Light”  is a great example, whose profits are shared with an NIL fundraising effort for University of Cincinnati’s. MadTree Brewing has had a similar strategy with its Legendary Lager, and now NKY parks. They also are hyper-active on Arbor Day, planting trees in the community. And Covington’s Braxton Brewery recently launched “Blueprint,” a beer whose proceeds go to schools for the trades.

But this concept of community also doesn't have to mean something local, physical, or expected like ANOTHER NIL beer. Community matters just as much in the online sphere as the physical, done to great effect by social handles like Friday Beers and and some brands active on Twitch and gaming communities. 

Again, the importance is thinking of community as an action word, not getting worried about where your community is.

In 2025 and beyond, beer branding is about much more than just the label, and it’s bigger than a taproom. It's about the whole journey, from the first sip to the lasting impression. It's about being bold, being creative, and believing that even in a crowded market, your brand can shine.

Need help navigating this new normal for the beer industry? Contact us. We'd love to chat.