Craft Beer Branding

CASSIOPEIA B R A N D I N G

S T U D I O

Craft Beer Branding March 2018

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

ABOUT US Cassiopeia is a group of five female partners from various international backgrounds. We have done extensive work in food and beverage brands and take pride in partnering with brands that reflect their local roots. Outside of branding, we are also passionate makers from cooking to arts and music.

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

THE BRIEF Jordi, Sergio, Angel, and Carmen are four friends who own water springs in various regions throughout Spain. They are from Barcelona, A CoruĂąa, Sevilla, and Madrid respectivelty and met during their university studies at IE Business School. Learning that 3-7 barrels of water are used to make 1 barrel of beer, they decided to come together, take advantage of the surplus of water from the springs they all own, and create a unique craft beer brewery.

The founders have come to us with the challenge of creating a brand identity for their new craft beer business that is based on using water from their springs in Spain’s different autonomous regions. The idea must highlight the uniqueness of their craft brewering process, as the source of water used is crucial to the quality and taste of the end product.

The challenge is to define a brand idea that can be replicable and unifying across all areas of Spain.

CASSIOPEIA B R A N D I N G

S T U D I O

WATER+BEER A typical beer is made up of 90-95% water.

Water hardness, PH, alkanility, chlorine, and micro-organisms all drastically affect the resulting taste. For example, water with elevated hardness is great for making dark beers (extra strong bitters, stouts, and ales).

Many breweries choose their locations based on the quality of the local water, one notable example is Guiness in St. James’ Gate, Dublin. In the United States, this environmental change can be seen where “East Coast beers tend to be a little earthier, West Coast beers are danker, and Midwestern beers are juicier,” but this can vary across much smaller regions as well. --Max Unverferth, brewer (Nowhere in Particular)

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

m

ion Ownabl t i t e pe Sp ac

C o

CONTEXT

tia

rU e m o t s

Client Diffe r e n

nmet Ne ed

e

CASSIOPEIA B R A N D I N G

S T U D I O

tio

n

Cu

CLIENT STRENGTHS

• The water used comes from clean, local springs in Spain

• Variety of tastes are offered to suit customers preferences

• Stable financial position

• Intimate and familiar culture

• Unique brewing process WEAKNESSES

• Lack of brand awareness

• Difficulty bringing consistency and quality of beer

across regions

CASSIOPEIA B R A N D I N G

S T U D I O

CUSTOMER

RESEARCH We conducted a 13-question survey of Spaniards across the country to find patterns in beer consumption and interest.

Topics: Market perception, product motivation, consumption patterns and environment, and accompaniments.

Provinces: 7 from Madrid 1 from CataluĂąa 2 from Galicia 2 from Andalucia 1 from Islas Baleares 1 from Canarias Ages: 42.9% 18-25 35.7% 26-32 21.4% over 40

CASSIOPEIA B R A N D I N G

S T U D I O

CUSTOMER

RESEARCH • All respondents reported occasional beer drinking. 50% at least once a week.

How O&en Do You Drink Beer?

0% 7% Never 50% 43%

Less than once a week 1-­‐2 9mes a week More than 2 9mes a week

•71% of those surveyed responded they enjoy having beer at a bar as opposed to at home, restaurants, or clubs.

• When thinking of beer in Spain, the most common words used were: tapas, sol, fresh, friends, happy hour, culture.

CASSIOPEIA B R A N D I N G

S T U D I O

CUSTOMER

RESEARCH • Respondents mentioned Mahou, Corona, Estrella Galicia, and assorted Heineken brands when asked to name brands they knew.

• The most prevalent aspect affecting beer choice was taste with 78% saying it was a factor when choosing a beer. Next most prevalent were brand, price, and local origin.

• Typically people referred to “a beer” rather than a specific brand.

CASSIOPEIA B R A N D I N G

S T U D I O

CUSTOMER

FINDINGS • Taste is a determining factor of beer preference with 78% of respondents indicating it affected their purchase choice.

• There does not seem to be a strong local aspect to Spanish beer culture. Only 14% of respondents mentioned it as a decision factor. The brands mentioned on the survey were all national or international.

• Cafe, bar, and beer culture is vibrant in Spain as seen through the use of “happy hour” and other culturally relevant terms in relation to beer.

• Per capita alcohol consumption is stable. 100% of respondents reported drinking beer occasionally. Thus, product relevance is not in jeopardy.

CASSIOPEIA B R A N D I N G

S T U D I O

INDIRECT COMPETITION Indirect category competition is coming from large, multinational brands that have high market share in Spain.

These businesses are visible at bars, in corner stores, in restaurants, and supermarkets. Drinkers of these brands are not likely to have high interest in a craft alternative, but understanding these businesses is important to mapping the market.

CASSIOPEIA B R A N D I N G

S T U D I O

INDIRECT COMPETITION Mahou is a Madrid beverage company founded in 1890 and is one of Spain’s main beer producers. Their brand is sold as “one of the finest tapa companions of all”. Messaging: Purity, Authenticity, Lingering Fresh Taste.

Mahou focuses on the purity of their water and own two natural springs in Spain. They monitor the salinity profile through various tests to ensure it is the same as it was in 1890 when the first Mahou was brewed.

Cervezas Damm was founded in Barcelona in 1876. They strive to make a beer with a Mediteranean identity emphasizing relaxation, vibrant social life, sports, and living “Mediterraneamente”. They are strongly tied to Barcelona. Their messaging includes: VERANO = Calor = Cerveza AMISTAD = Reunión = Cerveza COMPARTIR = Amigos = Cerveza NATURALIDAD = Ingredientes = Cerveza ILUSIÓN = Buenos momentos = Cerveza

CASSIOPEIA B R A N D I N G

S T U D I O

DIRECT COMPETITION Direct competition is coming from other craft beers around Spain.

These brands are not very prevalent, but they define themselves by their location, points of sale, brewing methods, and other traits. The “craft� movement is gaining popularity across all sectors.

Drinkers of these brands are willing and eager to find new products. They will likely be the first adopters of a new craft brand.

Understanding the existing craft options in Spain is critical to carve our niche in the market.

CASSIOPEIA B R A N D I N G

S T U D I O

DIRECT COMPETITION La Virgen was started in San Fransisco in 2009 and moved to Madrid in 2010. They are one of few craft breweries in Spain. They are not attepting to seem small or intimate as a brand. Messaging: High quality, Enjoying, Responsible drinking, Innovation and efficiency, Passion

La Cibeles, located in the southern suburbs of Madrid, offers a wide choice of craft beers, all 100% natural. They organise many activities around beer such as tastings, courses and visits to the factories to emphasize the experience. Messaging: Independent, Natural, Choice Edge Brewing is an American craft brewery founded in 2013 in Barcelona. It combines engineering American brewing equipment with local ingredients and experience. Their goal is to offer American craft beer to spaniards. Messaging: American tradition, Good ingredients.

CASSIOPEIA B R A N D I N G

S T U D I O

COMPETITOR

FINDINGS

Indirect:

• These competitors emphasize the quality of the water in their

beer--this is less common in direct competitiors.

• These players use words in their communication such as

“industry”, “technology”, “lab”, and “factory”

• Marketing covers several regions with far less local differentiation.

• These brands often market more to their consumers’ lifestyle than the quality of their product.

Direct:

• Most craft breweries highlight their product rather than their

story or brand identity.

• Much narrower customer base.

• Very few craft breweries in Spain, thus there is high potential to

carve out a new niche.

CASSIOPEIA B R A N D I N G

S T U D I O

msmall-scale brand identity

novelty unique process

tio

n

rU e m o t s

origin story accessibility regional influence

tia

Foster local business taste variety product variety

local jobs local water

Client Diffe r e n

physical bar locations

mission-based product water quality

e

nmet Ne ed

ion Ownabl t i t pe craft brewing e Sp ac

C o

FINDINGS

CASSIOPEIA B R A N D I N G

S T U D I O

Cu

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

OPPORTUNITY We are the multi-local beer of Spain.

Having one of our beers is having a taste of your region. There is an opportunity to highlight the benefits of each local spring by creating a signature, regional beer from each ones water.

Under one umbrella brand, there will be a regional product to celebrate each area.

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

PROVENANCE

The beer is made from different water springs across Spain, including Barcelona, Sevilla, A CoruĂąa, and Madrid, owned by the founders.

CASSIOPEIA B R A N D I N G

S T U D I O

DELIVERY

A unique beer made with local, province-specific water and signature regional ingredients.

CASSIOPEIA B R A N D I N G

S T U D I O

VISION

A way to celebrate the diversity of regions under one Spanish brand.

CASSIOPEIA B R A N D I N G

S T U D I O

PROCESS

Water from springs in different regions of Spain is used to brew the beer in an artisanal way, resulting in unique tastes that vary from province to province.

CASSIOPEIA B R A N D I N G

S T U D I O

CULTURE

Sociable and always learning about our communities.

We celebrate and unify diverse cultures.

CASSIOPEIA B R A N D I N G

S T U D I O

CASSIOPEIA B R A N D I N G

S T U D I O

BRAND IDEA

A mosaic of local Spanish experiences.

CASSIOPEIA B R A N D I N G

S T U D I O

PLATFORM MANIFESTO • In times in which Spain suffers from lack of national unity, our brand strives to remind Spaniards to unite, relax and celebrate Spain. By using an artisanal approach to our brewering process, we aren’t just making a beer, but rather giving people an occassion to come together, share and experience all different elements that make up one country in every province.

CASSIOPEIA B R A N D I N G

S T U D I O

PLATFORM BELIEFS • Equality amongst regions: We believe that no region is better than the other and that their uniqueness must be respected and embraced.

• Local first: We believe in supporting local businesses and products to build strong and healthy communities.

• Cultural exchange: We believe that participating in the free marketplace of ideas and sharing elements from different cultures helps individuals grow and become more open-minded.

• Thoughtful craftmanship: We believe that an artisanal approach to producing beer adds value to the customer’s experience.

CASSIOPEIA B R A N D I N G

S T U D I O

PLATFORM PERSONALITY • Familiar: Relatable, easy to understand and connect • Relaxed: low-stress, effortless • Curious: inquisitive, open-minded, exploring unconventional places • Enthusiastic: lighthearted, eager to do anything fun

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

NAME La Local

Descriptive: clarifies where we’re from, not very differentiated Traits: Relatable, here to stay, safe

“Has probado La Local?”

“No hay nada mas local que La Local.”

La Siesta

Descriptive: related to our origins in Spain, not product-spedific Traits: Relaxed, cultural, summery “¡No Mahou, dame una Siesta!”

our recommendation...

CASSIOPEIA B R A N D I N G

S T U D I O

LA PROVINCIA

Descriptive: Simple to grasp, local to Spain, memorable Traits: Familiar, local, regal, cultural, rhythmic “¡Una caña de Provincia, gracias” “Ponme una Provincia, por favor” “La Provincia es la cerveza de mi pueblo!”

“Trae Provincia al botellon!”

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

EXPERIENCE

“LOCAL SPANISH”

PRODUCT • Packaging with typefaces and symbols of the local province • Highlight locally sourced water • List and source local ingredients COMMUNICATION • No using word “industry” or “industrial” • “Craft” , “local”, “producer”, brewery • Highlight local partners • Use of local language or dialect when possible

ENVIRONMENT • Partner with neighborhood bars in each area • Multiple small brewpubs • Serve at local food trucks BEHAVIOR • Always speak in the local language or dialect • Celebrate local holidays and cultures • Incorporate local drinking traditions and regional foods at brewpubs CASSIOPEIA B R A N D I N G

S T U D I O

EXPERIENCE

AWARE

ATTRACT

ARRIVAL

I save a post from Instagram of a brewery called ‘La Provincia’ which I thought looked cool and it caught my attention. I start following them on social media.

I am notified of a beer-tasting event and want to make my friends taste a local beer from Galicia, the province where I am from.

‘La Provincia’ is a welcoming place.

The process of brewing and the water sources are all explained.

Staff gives us a tour about the craftsmanship behind every step.

Local print press, word of mouth of local people.

Event Decor, music, Menu, product promotions, beer staff from information, tasting. different regions packaging. of Spain.

Blog review, social media, website, SEO.

Social media/ influencers, website, blogs.

TOUCHPOINTS: OFFLINE

TOUCHPOINTS: ONLINE

MOMENTS

CONSUMPTION

ACTIONS

PRE-CONSUMPTION

Website, VR tour, social media.

ORDERING

We get a round table in the bar and order 3 beers from Galicia. The table is large and arrayed with games to share with other patrons.

TASTING & MINGLING I go for my first sip as the waiter explains the water ingredient and the background of the making. We start playing board games at our table with my friends.

POST-CONSUMPTION

RECORD

CHECKOUT

REVIEW

On the menu is the hashtag: #laprovincia, and its social media links. My blogger friends takes the occasion to livestream our board game and beer discovery on her account.

We go the counter and thank the waiter for the experience. I get a loyalty card, and map of Spain. I tick Galicia off after I tasted the beer from there.

I look forward to future beers.

As we walked out, the waiter asked us to put a review and share our discovery with friends. He was so friendly that I did it straight away.

Waiter, loyalty card, map.

Waiter, posters.

Social Media, website, review.

Social Media, Review Websites: TripAdvisor.

Waiter, play games Menu, Social Media from the bar. promotion.

Social Media: hashtag, location.

CASSIOPEIA B R A N D I N G

S T U D I O

US BRIEF CONTEXT OPPORTUNITY BRAND PLATFORM THE NAME EXPERIENCE END

END For those who want a true taste of Spain, you can’t get the full experience without understanding its regions. Our brewery lets you get a real taste of the diveristy of Spain on a truly local level.

CASSIOPEIA B R A N D I N G

S T U D I O

CASSIOPEIA B R A N D I N G

S T U D I O

Thank You!