centering PURPOSE for impact and growth
Brand: Big Drop Brewing Co.
At a Glance
About the Brand
Big Drop Brewing Co. are specialists in alcohol free craft beer, they do nothing else. It is their passion to provide great tasting, full flavoured, high quality craft beer without the alcohol and they have led the way in the emerging 'no/lo' premium craft beer category in the UK.
Project challenges
low alcohol beer perceived as low quality
Low consumer awareness
Limited supermarket availability
brand Challenge
Driven by consumer demand for premium quality and growing expectation for wider choice, this rapidly growing category is attracting a high number of new players, creating an increasingly competitive and fast moving marketplace. In order to compete and continue to grow the brand needed to expand globally which required securing investment and afiliate breweries in key countries.
Solution
Create the global strategic plan, brand positioning and global playbook. Working with the Commercial Director, I set out to develop the new Big Drop brand positioning, shifting from owner centred, craft positioning, to a global brand focus.
Market research contextualised the global craft beer and alcohol free growth opportunities, challenges and threats. From these insights the strategic ambition and objectives were clarified.. I carried out consumer profiling and trend analysis to identify relevant existing and emerging global trends which led to identifying a communications territory of enjoyment without compromise - ‘Live Big’.
Benefits
Strategic Plan For Global Growth
The plan provided a road map for phased expanded distribution into key global markets while increasing awareness amongst the target consumer through focused activities to support growth. The plan also facilitated a major crowd funding campaign to support the strategy. Following the project, distribution partners were secured in a number of European markets, the US and Australia.
Global Brand Positioning+ Continuity
The playbook translated the positioning and strategy in a digestible format, including trade and consumer communication and activation guidance with tools that delivered towards BDB's strategic ambition and objectives, supporting consistent execution of the brand across global distributors.
New pack Design
The brand positioning work highlighted that the packaging was not effectively communicating the key elements of the brand and vision to the identified audience leading to new packaging in 2020.
Work with Jae
...let’s talk about your vision
Let’s talk about you, what makes you unique, what you may be secretly visioning and what’s getting in your way. If I’m the person to support you take those next steps toward what you long for, I’m here for you.
