Communication is another area which mustn’t be overlooked. There are certain boxes which need to be ticked legally on any alcoholic beverage, but as well as this the consumer needs to know exactly what they’re investing in.
“Clarity is extremely important in any design. Ultimately the consumer needs to know exactly what they’re buying without having to think about it, and simple information can often be overlooked,” adds Gradwell.
Heineken’s £40m payout is evidence that Beavertown’s beer has a lot of growth potential – not only for its revolutionary look, but its beer.
Consumers are being drawn into the craft beer category initially based on appearance, so the liquid needs to meet expectations set by flash visuals.
As it stands, these consumers are happy to pay premium prices for these beers because they’re different and sexy, but if the quality of a beer is not on the same level as its design then it could be damaging for the category as a whole.
As the craft beer market matures throughout Europe and the US, supermarkets are beginning to cut back on the varieties on offer.
This means we’re entering into the ‘survival of the fittest’ period for craft beers and, as big investments continue to roll in for the more established brands, these are the ones likely to survive in the mainstream.
There has never been a more important time for craft beers to get their branding nailed and chase a big investment.
