Is your brewery planning to launch a new brand (beer or beyond) in the coming year? Or open a new location? Or buy another brewery? If so, there are important branding considerations at play. Do you position this new offering alongside your current brand, or under a new name? How do you promote it? And what does this move say about your brewery itself?

Brand architecture provides a framework to answer all these questions and more. How do all your brands, current and future, relate or differ? How are they marketed and named? How are they priced, and how does all of this help you build a stronger business?

Join beer branding experts for a step-by-step journey using a field-tested tool designed to determine the best approach for extending your brewery’s brand beyond beer. Learn how brand extensions, sub brands, and endorsed brands can help your brewery bring new products to market and grow your business—all without threatening the reputation you’ve worked so hard to build.

Related Resource: Beverage Extension Assessment Tool (B.E.A.T.)

Learning Objectives

• Discover brand architecture and why it is so critical for growing and maintaining market share
• Learn four practical brand architecture strategies for launching new products and extending your brewery’s brand
• Explore the parent brand’s role in brand architecture, as well as its role as a “primary purchasing driver”
• Learn which questions to ask as you plan to bring a new product to market
• Discover how to quickly position, name, and brand new products so that they complement your core portfolio without diluting your brand