OK, so not really a brand but a company. And this is something that rewrites the rule book, especially for those of us who work in the beer industry and, in the past, have been guilty of not expressing the functional descriptor of our product. That's why so many consumers think all beer looks and tastes the same, or at least, very similar to each other.
The rise, and dominance, of craft beers has in turn given growth to consumers starting to understand and take an interest in beer flavours, hops, brewing techniques etc. Therefore, it is critical that as brand owners, we help educate our consumers about beer, the differences between them and do so in a compelling and fun way. After all, drinking beer is about relaxing and enjoying the good times.
That’s why I think these cans are so interesting. Created by the Commonwealth Brewing Company, these cans embody the company’s values of “adventurous and defy boundaries”. The company is looking for new ways to educate the consumer and to visually express the liquid's functional descriptor. And via the can is such a great communication tool as its the touchpoint consumers will come into contact with, so the most important place for communication and getting the communication right.
This is a great idea and will help consumers get an understanding of the taste they can expect from the product.
In my opinion, a brilliant way to create differentiation into your portfolio, and also standout from other craft players – and let’s be honest, it is a crowded market out there and creating standout is key to creating sales.
I'm now interested to see which brands use this idea as part of their communication story - maybe a brand which is stretching into new sub-categories within beer or playing around with their ingredients in new and interesting ways?