Why Craft Beer’s Competitive Market Demands a Full Rebrand
Table of Contents
The Craft Beer Market Has Too Many Beers
There are so many craft beers now. You go to the store and see lots of cans and bottles. They all look the same. How do you pick one?
Beer makers need new looks to stand out. If your beer looks like all the others, people will not see it.
Let’s look at why beer makers need to change how they look. We will see how to make your beer the one people pick.
Why Beer Makers Need New Looks Now
Big Beer Companies Act Like Small Ones
Big beer companies try to look like small craft beer makers. They make labels that look hand-made. They talk about being small. But they are not small.
This makes it hard for real small beer makers. People get mixed up. They think they are buying from a small beer maker, but they are not.
When Modelo beat Bud Light as the top beer in 2023, it showed even big brands have to fight hard.[^1]
What Beer Buyers Want
Young people who buy beer care about more than just how it tastes. They want a good story. They want the beer to look cool too.
A big study found that 68% of Gen Z buyers pick brands with good stories and nice looks.
Look at Liquid Death. It’s just water! But they put it in cans. They use heavy metal art. They make it fun. Now they sell more than many beer brands.
The Beer World Is Split Up
Beer is not just beer now. There are:
- Regular beer
- Craft beer
- Hard seltzers
- Drinks with no alcohol
Even big beer shows like the Great American Beer Festival now have seltzers and no-alcohol drinks.[^2]
So small beer makers must find their own place in this big mix.
5 Signs Your Beer Needs a New Look
How do you know if your beer needs a new look? Look for these signs:
- Fewer people come to your tap room
- Your cans get lost on the shelf
- Not many people like your posts on social media
- Stores pick other beers to sell, not yours
- Your beer story does not match what people care about now
If you see these signs, it’s time for a new look.
How to Make Your Beer Stand Out in 2025
More Than Just a New Logo
A new look is not just a new logo. It’s your whole brand story. It’s how your beer makes people feel.
You need:
- A good story
- Nice art and colors
- To know who will buy your beer
- Fun things for people to do with your beer
One beer maker started using only things grown near their brewery. They told this story on all their cans. Their sales went up by 27%.[^3]
Tell Your Story Online
Use the web to tell people about your beer:
- Make a podcast about your beer
- Show how you make beer on TikTok
- Write about how you help the earth
Beer makers who send emails to their fans keep 43% more customers.
Make Your Tap Room Fun
Your tap room should be a fun place. Sell t-shirts. Have special beers you can only get there. Let people make their own beer mix.
| Ways to Make Your Tap Room Special | Why It Works | Who Does This Well |
|---|---|---|
| Beer you can only get there | Makes people come to you | Tree House Brewing |
| Fun art on the walls | Gives people something to post online | Other Half Brewing |
| Games and things to do | Makes people stay longer | Dogfish Head |
| Mix your own beer night | Makes people feel special | New Belgium |
| Meet the beer maker days | Helps people feel connected | Sierra Nevada |
A Beer Maker Who Changed and Won
Here’s a real story:
A beer maker had been around for 10 years. But in 2023, they sold 15% less beer. They were in trouble.
What did they do?
- They threw out their old labels with mountains and streams
- They made new, funny labels with jokes and memes
- They started a Beer of the Month club
- Each month, members got a beer no one else could get
What happened? In just six months:
- 300% more people followed them online
- They sold 22% more beer
- They got into 15 new stores
They didn’t change their beer. They just changed how it looked and felt to buyers.
Change Your Look or Get Left Behind
Beer taste matters. But now, the brand experience matters just as much.
Most people can’t tell the difference between many IPAs in a blind test. But they can tell which can looks cool. They know which brewery tells a story they like.
Here’s what to do now:
- Look at your labels, logo, and website
- Ask your fans what they think
- Start small – maybe new labels for just one beer
- Tell a better story about your beer
Remember: In a store with 100 beers, yours needs to be the one people see.
How to Start Your Rebrand Today
Ready to make your beer stand out? Here’s how to start:
- Look at your beer fans: Who buys your beer now? Who do you want to buy it?
- Check your look: Does your beer look like all the others?
- Find what makes you special: Do you use local hops? Are you green? Do you help your town?
- Test new ideas: Show new labels to your fans before you print them
- Be bold: Small changes won’t get noticed
Think about your tap handles too. These are like small billboards in bars. They can help people spot your beer.
Also, custom bar runners with your new look can help spread your brand in bars and make your tap area stand out.
Don’t forget small touches like custom bar coasters that people see (and take home) from bars.
The Top Craft Beer Rebrand Examples
Here are some beer makers who changed their look and won:
New Belgium
Their old labels were nice but old fashioned. Their new ones are bright and fun. Sales went up 20% after the change.
Dogfish Head
They kept their old fish logo but made it simpler. Now it looks good big or small. Great for phones. Their social media fans went up 45%.
Ballast Point
They had too many looks. Each beer looked different. They made all their beers match. Now people spot them on the shelf.
Common Questions About Rebranding Beer
How much does it cost to rebrand a beer? It can cost from $5,000 to $50,000. It depends on how big you are and how much you change.
Will I lose my old fans if I change my look? If you do it right, no. Tell them why you’re changing. Make it fun. Most fans will come with you.
How long does a rebrand take? From first ideas to new cans on shelves: about 3-6 months.
Can small breweries really stand out against big ones? Yes! Big beer makers can’t be as bold or fun as you. They have too many rules. You can do things they can’t.
Last Thoughts
The craft beer world has too many beers. To win, you need to look and feel different.
Data shows that beer makers who tell good stories and look special sell more beer. It’s that simple.
Start with a small change. See what works. Then do more.
In a world with 9,000+ breweries, the beer that stands out wins.
[^1]: Hired Dragons, “Mid-year marker: Growth and challenges in the craft beer industry 2024” [^2]: Hired Dragons, “2023 beer industry challenges” [^3]: OK Write, “Using content marketing to generate exposure for your craft brewery”
