Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Question from a BBT subscriber 

2. A strong brand builds enterprise value

3. Your brand is a platform 

4. A compelling brand set the stage for co-branding opportunities 

5. This all art directs your look and feel

6. A strong brand helps you attract and retain great talent 

7. A heartwarming story about a CODO mom (and how we fired her son?)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How to Tame Rotation Nation [Newsletter]

2. Left Field Brewery

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. McLaughlin PC's website + matthew@mclaughlinpc.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How we helped AleSmith launch a Hard Cider Brand - [Case Study ]

2. AleSmith Brewing

3. Let's talk hard cider - [BBT Newsletter]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Package Refresh Series, Issue 3: How to Successfully Refresh Your BRewery's Packaging

2. Staggered Rebrand Launch [Podcast]

3. Email Isaac to discuss your package refresh: isaac@cododesign.com 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Package Refresh Series, Issue 2: Package Refreshes vs. Brand Refreshes (vs. Rebrands)

2. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Why are package refreshes so hot right now?

2. Here’s our series thesis: 

There are more breweries today in the US than anytime in history, yet consumers are drinking less beer. This has led to flat-to-declining sales for breweries of all sizes across the country. The fallout? Marketing budgets are tighter than ever.

But this comes at a time when investing in your branding, packaging and marketing is more important due to all the aforementioned competition.

This means that breweries are carefully weighing their options and investing where they expect to see an outsized return. In this landscape, package refreshes have emerged as a compelling strategy to stay top of mind with consumers. 

3. Package Refresh vs. a deeper rebrand: On weighing risk vs. reward 

4. Cost is subjective here

5. Your packaging is dusty (it hasn’t been updated since…)

6. You’ve gone through several in-house designers and/or agency partners and can clearly see the inconsistent label design style strata across your different brands

7. Your sales are flat (but not in a free fall)

8. Things are going well (you’re winning new placements and sales are increasing YOY) and you want to invest in your brand while the sun’s shining

9. You’ve rationalized your portfolio and want to clean everything up now that you have a clear set of priorities 

10. Package Refresh as a stop gap: You’re planning on a deeper branding effort in the coming years, but still need to make a change now

11. You need to address an Intellectual Property (IP) issue 

12. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What is a Brand Essence?

2. Brand Strategy vs. business strategy 

3. Examples of Brand Essences

4. Can these become public facing?

5. Brand Essences and Mood Boards ensure a smooth transition from strategy to design

6. Mood Boards serve as a phenomenal rapid prototyping tool

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

> The Beyond Beer Handbook

1. We should have expanded the book's scope

2. We should have spent more time explaining how your brewery can (and should) develop a Brand Architecture Map

3. Brand Architecture is an invaluable tool for future proofing your portfolio

4. Sub / Endorsed Brands are a clutch tool for safely expanding your brewery’s brand

5. We didn’t spend enough time on the House of Brands / Hybrid Brand models

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. When to Jettison your Brand Equity [Newsletter]

2. If your current look is actively hurting your business

3. If your current identity doesn't accurately represent where you want to take your business in the future 

4. If you're making, or planning to make major changes within your company 

5. If you’re self conscious of your branding or packaging 

6. You're making some Brand Architecture moves

7. Let's discuss a sacred cow: What about losing your current fans through a rebrand?

8. "Don't sacrifice your brewery's future on the altar of Brand Equity."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Leverage your brand or start a new one? (CODO's CBC presentation)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

CODO Design's 2024 Beer Branding Trends Report

-

1. Can a smaller brewery actually pull off a craft lager brand?

2A. What’s the best packaging format for Hop Water?

2B. Why hasn’t ABI released a Hop Water?

3. What does the beer industry look like in 2030? (Hot takes only.)

4. Is fudging a beer's style as a positioning tool disingenuous?

5. Do you have any thoughts on the Bud Light controversy?

6. Should we feature awards (GABF, World Beer Cup, etc.) on our packaging?

7. No mention of Cannabis in your report???

8. What are the downsides of building a contract brewed / lifestyle brand?

9. Do you think we’ll see more private equity in the beer industry over the next few years as there are deals to be had?

10. White Claw NA: Stupid or brilliant?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2024 Beer Branding Trends Report

2. How we built the Cold Drinking Beer brand

3. Time Traveling with the Beer Can Archaeologist 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Rebranding NoDa Brewing [Case study]

2. NoDa Brewing 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2024 Craft Beer Branding Trends

2. Join the Beer Branding Trends Newsletter to receive exclusive insights

3. How to design better merch

4. How to scale the Sub Brand Ladder

5. Modular Brand Identity Systems

6. Hop Water

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Our wonderful travel experience headed out to CiderCon. 

2. Hard Cider segment overview

3. There are several multi-regional cideries that would land in the top 50 breweries by production volume  

4. All eyes on Angry Orchard (and Boston Beer's quizzical lack of investment in the brand)

5. Defining Hard Cider 

6. Should your brewery launch a Hard Cider? 

7. Brand Architecture & Fourth Category beverages we're seeing in cider

8. How far away from apples can you get and still claim to be a cider?

9. Parallels between beer and hard cider

10. NA cider's are an interesting positioning challenge 

11. Exploring cider's halo effect (an inherent naturalness that comes from being tied to agriculture)

12. Gluten free as a secondary benefit 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Building the Cold Drinking Beer Brand. [Case Study]

2. The Virginia Beer Co.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Listener submitted questions:

1. Can a brewery handle its rebrand in-house or should this always be outsourced?

2. Does CODO prefer branding new breweries or rebranding established ones? 

3. Did CODO ever considering opening a brewery? Plus, what beverage category would we launch right now if we were in the market to? 

4. Do you think it's worth putting the Brewers Association's Independent Seal on packaging these days? 

5. How should we deal with a delicate IP / beer naming situation? 

6. What are some tips for how to be a terrible client? (???)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Should all brewery rebrands lead to growth?

2. On Fat Rare and Samuel Adams' recent rebrands. 

3. Various reasons for rebranding we've heard from our clients:

- “Our packaging is all over the place visually. And with 25+ new releases per year, it's always getting worse.” 

- "We've got multiple locations now and want to develop a consistent look and experience that spans the entire company." 

- “We’re not really sure what our story is. Sure, we’ve grown a lot and people love our beer, but I feel like we could be so much further along if we actually spent time dialing in our marketing and branding." 

- “We’re shifting to a new format (moving from 12oz to 16oz cans) and want to make everything hang together on shelf.”

- "We're buying a brewery and, other than the name, think everything about the existing branding and packaging needs to change."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What is a Branded House?

2. In defense of the Branded House [BBT Newsletter]

3. Beverage Brand Architecture Continuum

4. The Branded House for the new brewery 

5. The Branded House for an established brewery coming out of a rebrand 

6. Mission Brewing's rebrand as an example 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. "Do you think this will be a rebrand or a refresh?"

2. Craft Beer, Rebranded

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Cody is too jacked. It's distracting.

2. Start building your email newsletter list.

3. Start emailing your list. (Revelatory!)

4. Build a *rough* content marketing plan.

5. Build your media library

6. Intellectual Property hygiene

7. Take care of yourself. (Yes, you.)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What is a Legacy Brewery? [BBT Newsletter]

2. Traditionally defined as ~25+ years old

3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010

4. The amount of breweries that opened in your market after you is more important than your overall age

5. Advice for Legacy Breweries 

6. Lean into your historicity 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Embracing the Staggered Rebrand Launch [BBT Newsletter]

2. Craft Beer, Rebranded 

3. Triage your key brands 

4. Mind (and manage) your public messaging & storytelling 

5. Launch your digital footprint now

6. Launch your new mech now

7. On "prolonging the magic"

8. Take a deep breath. Will anyone remember?

9. What revenue / profit are you leaving on the table by not launching now?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How to design better merch [BBT Newsletter]

2. Your merch is a direct reflection of your business 

3. Your merch can reinforce your positioning and brand story 

4. So what style of XYZ (a shirt or hat) should you offer?

5. Think beyond your primary logo (give your fans winks & nods)

6. Create merch drops & scarcity 

7. Create a beautiful retail footprint (please exit through the gift shop)

8. Should you sell your merch online?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

Cody and Isaac remark on CODO's 14th anniversary without much fanfare.

—

Q1: Did design school prepare you for running a business?

Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just curious to hear what your thoughts and approach to the amount of names provided are. 

Q3: Wanted to ask a business question (sorry, this isn’t beer related!) Do you enjoy sales? I struck out on my own back in 2020 and it’s been going fairly well since then. But I find sales to be the hardest part of growing my practice. Any help here would he appreciated.

Q4: Do you ever worry that by releasing books that deep dive into your process, breweries will no longer need your services?

Q5: Do you find that your team ever gets tired only working on beer branding projects? I run a small agency myself (currently 3 people) and we have an ongoing debate about whether or not we should focus on one particular industry like you all have. 

Q6: How important has writing books been for your business?

Q7: What are 3 design/business books that every recent grad should read?

Q8: I’m an in-house designer at X. I recently brought an idea for a new product to our marketing director and head brewer and they basically laughed it off without any consideration. I won’t get into specifics, but I believe it’s a smart move based on what I’m seeing around the industry (including reading in your newsletter). So my question is, how can I get my team to listen to my ideas? I’m young, and new to this position and the beer industry (coming up on my one year anniversary), but I’m passionate and learning as much as I can. I figured you might have some insight here since you’ve previously talked about showing work and selling your ideas when you were a younger designer.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. https://beerbrandingtrends.com/how-to-future-proof-your-brand/

2. Consistency, Relevancy and Advertising $$$ 

3. A compelling point of view and immutable cultural relevance

4. What dragon are you slaying?

5. Cody rocks a grim reaper air freshener?

6. On simple, iconic marks (+ a limited color palette and consistent iconography)

7. And then spend hundreds of millions of dollars on advertising (easy peasy!)

—

Learn more at www.craftbeerrebranded.com

- 

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2025 Beer Branding Trend Review

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How has the in-house vs. external agency dynamic evolved over the last decade.

2. Why are designers such assholes? (Were we born this way?)

3. Why we advocate for breweries to build in-house teams.

4. “Look how the massacred my boy.”

5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution).

6. How we work with an in-house to team to get the most mileage out of a clients budget.

7. The power of building guidelines together.

8. Post-project After Action Reviews (AARs).

-

Learn more at www.craftbeerrebranded.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Why are people historically apprehensive about working with an agency that isn’t local to them?

2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state?

3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work.

4. Travel us the easiest way to navigate this issue. But what if we can't travel?

5. Why collaboration and upfront brand strategy is even more crucial when working with a remote branding firm.

6. Stick. To. The. Agreed. Upon. Timeline.

7. Meetings are important (unless they aren’t). How do you know the difference?

8. Do you have to wear pants for a video call?

9. Specific communication tools make the process run smoother—Drive or Dropbox. Slack, etc.

-

Learn more at www.craftbeerrebranded.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How to Scale the Sub Brand Ladder [Newsletter]

2. Your Band Architecture isn't a static thing.

3. You can scale up and down the Beverage Brand Architecture Continuum over time.

4. How to develop a fanciful brand name [Podcast]

5. Fernson Brewing's package refresh

6. Sub Brands vs. Endorsed Brands [Newsletter]

7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 

8. On variety packs [Newsletter]

9. KettleHouse & Cold Smoke

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter]

3. CODO's 2023 Beer Branding Trends Review

4. The role of the parent brand in Brand Architecture

4. Beverage Brand Architecture Continuum

5. Beverage Extension Assessment Tool (B.E.A.T.)

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. CODO's 2023 Beer Branding Trends Review

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Evolution vs. Revolution

2. What is a package refresh?

3. Why (and when) do breweries do this?

4. Common pain points that lead to package refreshes 

5. Common goals and objectives in these projects 

6. On hierarchy and packaging hierarchy

7. What if a brewery has a terrible logo and wants to keep it?

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Fernson Brewing

2. Beer & Loathing Across the Lonesome Prairie

3. How has Fernson's identity shifted over the last 8 years? 

4. Fernson's thoughts on Brand Voice

5. Monolithic naming vs. Fanciful Names and Sub Brands

6. Why Fernson started naming beers 

7. How this move sets Fernson up for future Line Extensions and Sub Brands

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. What is a Modular Brand Identity System?

2. The "Facebook Problem" 

3. Primary vs. Secondary vs. Tertiary components 

4. Brand Identity vs. Brand Strategy (upstream vs. surface level)

5. Brand Guidelines 

6. These are great for quickly rolling out merch programs.

7. Modular Identity Systems require a deft hand and hawkish editing to be built correctly.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

Read the 2023 Beer Branding Trends Review

Q1: I asked this last year and am curious again, were there any sections / ideas that didn’t make it into the final draft? Thanks again for putting this all together. Love these reports.

- Burt Reynolds and Tom Selleck founded Casamigos Tequila

- Fingers Newsletter

Q2: On the idea of releasing a budget beer option… Let’s say that, hypothetically, you could get the COGS to a place where this was actually a feasible option. Would you still advise against this from a branding and reputation standpoint?

I’m picturing a compelling use case for something like this where someone might enjoy 1 or 2 great craft beers and then finish the night with a High Life or Banquet, etc. Could this be an opportunity to still offer a craft beer to those consumers?

- On the perils of releasing budget beer brand

Q3: Is hop water design really a blank canvas? Are there cues that consumers are already expecting? What should people be doing to fit it neatly outside of NA / Seltzer / Sparkling Water?

- Is Hop Water the next big Beyond Beer trend?

Q4: I looked up hop waters after reading this newsletter last year, and was blown away by how expensive they are. The few brands that I found locally are as expensive if not more so than actual beer. How do you think these brands can justify such a high price point at retail, and do you still think that this category is going to see a lot of growth in the short term given how expensive these products are?

- Doug Veliky’s COGS breakdown on Hop Water vs. Beer

Q5: You joked about hand waving and pearl clutching in the podcast about alcohol & minors, but do you really think anything is going to happen legislatively on this front?

I see so many actual problems facing our country (income inequality, gun violence, attacks on women’s rights and on LGBTQ communities) and just can’t see lawmakers doing anything to even attempt to address this issue.

I agree that it’s getting kind of ridiculous—Hard Sunny D, c’mon!— I just don’t think anything will come of this. That’s not to mention how powerful the alcohol lobby is.

- Joe Camel vs. JAMA

Q6: I know you explicitly said you’re only focusing on branding and marketing for this piece, but I have to ask about specific beverage trends in your work, COLD IPA is big (maybe?), RTDs are on fire, and Non Alc beer seems to be catching on… Are there any other categories or beer styles that people are sleeping on?

Q7: My partner sent me your paths to market email. It was reassuring to see that we’re doing at least a few things right. I’m curious, out of everything you wrote about there, is there any valuable marketing activity a new brewery should consider as they get closer to opening their doors?

RAPID FIRE!!!

Q8: What is your boldest prediction for the beer industry by 2030? Spicy takes only?

Q9: You’ve written a lot about Hop Water, but no love for Hard Tea?

Q10: Where do you guys fall on Fat Tire’s latest rebrand? Good idea or complete disaster? I get why they would update the packaging, but to change the liquid itself seems extremely risky. I’ve been expecting a newsletter on this topic for months now!

Q11: What do you make of the super high ABV beer trend we’re seeing right now? I’ve seen a lot of reporting about how this can be explained as a “Bang for your Buck,” in other words, this is driven primarily by the recession. But I’m not sure it’s that simple. Why is this such a big deal right now?

Q12: Given everything you wrote about hard seltzer in this report, would you try to dissuade a small brewery (say, yours truly here in Texas hill country), from releasing one in 2023?

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2023 Beer Branding Trends Review

2. New York Times article

3. Some Brand Architecture solutions: The Beyond Beer Handbook  

4. Check out the Joe Camel JAMA Studies and subsequent lawsuits from the 90s. Wild to think that as many as 90% of 6 year old children could accurately match the Joe Camel campaign with the brand itself.

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Rebranding Wachusett Brewing [Case study]

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

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Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. 2023 Beer Branding Trends Review

2. Brewhouse sizing  

3. The evolving role of packaging for the startup brewery 

4. An increase in food and hospitality in craft beer 

5. M&A activity (buying breweries and/or forming joint ventures)

6. Where are people building breweries?

7. Lifestyle Brands

8. Reviving Heritage IP brands

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Read the 2023 Beer Branding Trends Review here.

2. Good George Brewing's rebrand

3. The Beyond Beer Handbook

4. BBT Issue on Hop Water

5. BBT Issue on breweries building budget brands

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. Branding a startup brewery, feat. Lost Nomad Brewing

2. Name vs. No name

3. Identity vs. Story & Strategy

4. Positioning (What do you do? For whom? How are you different?)

5. Brand strategy drives the design train (always)

6. What is myth making? And why can't Isaac settle on one definition for it?

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Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

Points of discussion:

1. How many people actually read brand guidelines?

2. Guidelines should be all killer, no filler tools.

3. There are two core components to brand guidelines—visual style guide and brand messaging guide.

4. These are important because you can reference them when working with other partners and onboarding new employees.

5. Are brand guidelines the same thing as an employee handbook?

6. Brand guidelines are a great way to protect your branding investment, provided you read and honor them.

7. Don’t stretch your logo, folks.

8. Bonus Content: Cody & Isaac discuss Pepsi's Brand Guidelines

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Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

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Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com