Brand

Evolving a mainstay of the NZ craft beer market

THE CHALLENGE

One of New Zealand’s alcoholic beverage leaders needed to transform its brand to maintain momentum in the increasingly tough craft beer segment. Using a strategic brand archetype process, we articulated the key challenges to be solved and defined a new clear positioning for the brand.

THE RESULT

Clear commercial uplift, with 34% turnaround in volume growth post-launch. Plus a long-term innovation plan anchored in the brand’s newly defined archetype.