Deeside Brewery - Rebrand & Launch
Independent, Scottish craft beer producer Deeside Brewery, based in Banchory, Royal Deeside, was successfully relaunched at the start of 2012.
The brewery’s progress had previously been hindered by its lack of brand identity, PR and marketing.
The aim of the rebrand and relaunch campaign was to overcome the inconsistency of the packaging and raise the profile of the brewery in the media, in order to secure new deals that would see the brewery supply its range of craft beer to venues across the north east.
ThinkPR carried out extensive market research at the beginning of the campaign to identify the key issues affecting the packaging and marketing of Deeside Brewery products.
After analysing the results of the research the key setbacks affecting the brand were identified including, the lack of consistency in the products due to hand bottling and conditioning methods and a weak brand identity.
It became evident that the packaging let the product down with the undistinguishable bottle labels making it difficult for customers to differentiate between each product.
ThinkPR worked closely with a local design company to create a full rebrand of Deeside Brewery including a redesign of the label that would improve the identification of each product and convey the individual flavours, as well as modernising the logo to make it appeal to a wider audience.
The relaunch saw the brewery rebrand with an increase in investment and equipment and, as a result, production doubled to 6400litres a week, the equivalent of more than 11,000 pints.
ThinkPR issued news releases around the relaunch, which generated widespread coverage in the local press, successfully raising the profile of Deeside Brewery.
ThinkPR secured coverage on BBC online, Deeside Piper, Press and Journal, Scottish Licensed Trade News and Ellon Times. An interview with the manager of Deeside Brewery, Tim Heighton-Jackson, was also aired on STV’s evening news, which saw him discuss the success of the relaunch.
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