Is your brewery planning to launch a new brand (beer or beyond) in the coming year? Or open a new location? Or buy another brewery? If so, there are important branding considerations at play. Do you position this new offering alongside your current brand, or under a new name? How do you promote it? And what does this move say about your brewery itself?

Brand architecture provides a framework to answer all these questions and more. How do all your brands, current and future, relate or differ? How are they marketed and named? How are they priced, and how does all of this help you build a stronger business?

Join beer branding experts for a step-by-step journey using a field-tested tool designed to determine the best approach for extending your brewery’s brand beyond beer. Learn how brand extensions, sub brands, and endorsed brands can help your brewery bring new products to market and grow your business—all without threatening the reputation you’ve worked so hard to build.

Related Resource: Beverage Extension Assessment Tool (B.E.A.T.)

Learning Objectives

• Discover brand architecture and why it is so critical for growing and maintaining market share
• Learn four practical brand architecture strategies for launching new products and extending your brewery’s brand
• Explore the parent brand’s role in brand architecture, as well as its role as a “primary purchasing driver”
• Learn which questions to ask as you plan to bring a new product to market
• Discover how to quickly position, name, and brand new products so that they complement your core portfolio without diluting your brand

About the Speakers

Isaac Arthur, Founder & CMO

CODO Design

Isaac Arthur (he/him) is a co-founder and CMO at CODO Design, an Indianapolis, Indiana-based beer and beverage branding firm founded in 2009 on the belief that they can create better work by directly including clients in the creative process. He's written three books, including the Craft Beer Branding Guide, Craft Beer, Rebranded, and the newly released Beyond Beer Handbook. He enjoys writing the Beer Branding Trends newsletter each month for nearly 7,000 subscribers, and co-hosts a podcast by the same name where he dives into the art and science of building stronger beverage brands.

Cody Fague, Founder & Creative Director

CODO Design

Cody Fague (he/him) is a co-founder and creative director at CODO Design. Since 2009, he’s led branding efforts within the food and beverage industry and spends his days helping craft breweries rebrand and redefine their foundational positioning while developing brand strategy, identity, and internationally recognized package design that sells more beer. He has personally led the branding, or rebranding, of more than 75 breweries to date. He is a co-author of CODO’s latest book, The Beyond Beer Handbook, and co-hosts CODO’s Beer Branding Trends podcast.