Branding

Not every brand can be a hit. Even at the most successful breweries, classics must make way for new chart-toppers. Here, we chart New Belgium’s brands as they’ve appeared among the top 25 craft beers annually since 2020, as the Voodoo Ranger line has ascended.

Driven by nostalgia, hometown connections, and the chance to sell some beer at volume, a handful of independent breweries are successfully reviving long-lost local lager brands.

Pulling double-duty in terms of revenue and marketing, merchandise can be a lucrative source of extra cash for small breweries. Here are five strategies to sell swag that drinkers can’t wait to buy.

With careful planning and carefree beers, the New Jersey brewery took itself from a Shore town taproom to a three-state powerhouse.

Two Roads cofounder and brewmaster Phil Markowski has embraced hard seltzer as a beverage that has its time and place. Here, he discusses the development of their groundbreaking H2Roads hard seltzer.

After initially underestimating the challenge of brewing hard seltzer as well as its sales potential, Evan Price and his team at Green Cheek are taking the Le Squawk brand in new and more flavorful directions.

Our latest in a series on small breweries going beyond beer: From a young brewery built to anticipate the latest trends, the Lulz brand of seltzers finds success by embracing big flavor while shedding all beery pretensions.

Tech that can bring beer labels to life—with animation, music, information, stories, and more—may soon be affordable to even the smallest breweries.

Firestone Walker has experienced rapid growth over the past decade, and a driving force in that success has been the vision of cofounder David Walker. In this conversation with Jamie Bogner, he offers advice to brewers following their own trajectories.

In the last of a three-part series on trademark law for craft brewers, attorney John S. Miranda explains the unique challenges of researching and claiming trademarks in the field of brewing.

In the second part of a three-part series on trademark law for craft brewers, attorney John S. Miranda explains how to deal with government objections and the dreaded cease-and-desist.

Times change, the market evolves, and your brewery's branding may not be the great fit it once was. In this excerpt from their book "Craft Beer, Rebranded," Isaac Arthur and Cody Fague of CODO Design address that big question of when to rebrand.

Some breweries are sharing their brands with food companies for mutual benefit.

While the liquid itself will ultimately decide whether customers come back for a second pint, it’s often the style of beer and its name that first get a drinker’s attention.

Craft Beer & Brewing Cofounder/Editorial Director Jamie Bogner discusses the broader meaning of a brewery brand and how you can craft a story that people care about.

A pioneering brewery in Asheville saw an opportunity to redefine itself amid a changing landscape and an identity crisis. Under the leadership of the second generation, this family brewery is ready to re-establish itself for modern consumers.

We talk with brewers from around the country who found increased sales and new fans from beers they never expected to take off.

Social media and review sites have changed the way companies do business. When it comes to breweries, owners have to worry about more than just beer scores, and having a proper plan in place, some say, can mean the difference between success and failure.

The explosion of adjunct ingredients in today’s craft beer, combined with rising rates of food allergies in the general population, makes it more important than ever to be up front with customers about what’s inside the beer you brew.

Beer Professionals share their tips for best brewery social media practices.