Image credit: Captain Lawrence Brewing Company
Posted on February 16, 2015 by NYCBG
Captain Lawrence Brewing Company has begun to work on new branding, according to a recent post on their website. The new Captain Lawrence logo is already live on their website, with packaging redesigns on the way. Some beers you know and love will receive new names, like the Imperial IPA (now Palate Shifter) and IPA (now Hop Commander). These two beers will also be marketed as a part of the Captain’s Reserve series, along with several other beers on the hoppier end of the spectrum down the road.
The new logo does away with the flaming barrel, and presents their brand in bolder, clearer lettering.
Craft breweries are beginning to recognize the importance of branding and the role it plays in an increasingly competitive marketplace. With more and more craft beer options available, many of which a typical shopper might not have heard of, consumers might be influenced by what they see on the labels. What we’ve noticed from some of the younger craft brewery startups is an emphasis on strong branding from the beginning. This is evident in local breweries like Finback, Transmitter, Grimm and Other Half, as well as others like Modern Times and Austin Beer Works.
That said, the realities of starting and operating a profitable craft brewery more than 6 years ago often did not leave enough resources to think about branding the way it is being considered today. We can expect to see many established craft breweries make branding adjustments as they continue to grow and the marketplace continues to get more competitive. (Examples: New Belgium, Green Flash, Ballast Point.)
In other news, Captain Lawrence also announced plans to expand by taking over approximately 5,000 square feet next to their existing facility. The new addition will be used to build out their sour barrel aging program. We are hoping to see more Cuvee de Castleton, Rosso e Marrone and Hops and Roses produced, as well as some newcomers!
Cheers, Captain Lawrence! We’re all looking forward to what the future is holding for you and your wonderful beer.
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