Let’s Go Shopping
We decided the best way to think like a beer buyer was to act like one. No real stretch there, though we brought a little more formality to the process than our standard beer runs. We spent hours in grocery aisles—observing, talking to consumers and absorbing everything we could to help us understand the challenges of finding a good six pack.
In many ways, the beer aisle had become difficult for the average consumer to navigate. Branding, flavor attributes and even beer type were difficult to discern. Breweries were talking to themselves, and each other, rather than clearly communicating to their customers.
We saw an opportunity: Create a brand that was true to the specialness of craft, but walked and talked in a way that resonated with everyone. For Redhook that meant turning to the brand's no-nonsense heritage for inspiration.