Looking to Add ‘Soul’ to Labels in Redesign
By Jon Sicotte, Brewer Magazine
With the opening of its second production facility this fall, Monday Night Brewing decided it was time to take a look at its entire portfolio to see how the beers coming out of what they call “the Garage” will fit into the market.
After weighing many different options the brewery announced a redesign, including two new core beers and a complete overhaul of packaging.
Brewer spoke with co-founder and CMO Jonathan Baker about the changes, which will debut in a few weeks.
“I wish we had the resources to do more formal research, but we didn’t, so we had to shoestring it,” Baker admitted. He said that a poll of employees came first.
“They live the brand day-in and day-out to varying levels, and they actually had quite a bit of really helpful ideas and feedback,” Baker said. From there, MNB utilized SurveyMonkey to get an idea for where its current branding was lacking and where the real opportunities were.
“We pushed it out to our social media followers and posted it on our website to get some good responses,” he said, indicating that most of this discussions and changes have happened over the last four months or so.
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