Beers as Brands?

By March 13, 2020Branding, Craft Brewing

I heard a podcast recently that focused on the process of rebranding a local brewery. The head of sales kept referring to the brewery’s beers as brands? Are the beers that you make brands?

This comes down to wether your are a branded house like Back 40 or a house of brands like Anheuser-Busch.

(A) “branded house”, meaning that the company itself is the brand, and its products or services are subsets of the main brand.

Marty Neumeier. 2006. Zag: The Number One Strategy of High-Performance Brands. Peachpit Press, USA.

I believe it make since for most craft breweries to be a branded house. Once you start acquiring other breweries you may decided to move to a house of brands approach. Your parent brand would take a back seat to the beers. I don’t believe this is what the local brewery is doing. They are keeping the brewery they acquired as a branded house.