The Welcoming Committee by Upland Brewing Aims at New Customers
Jamie Danielle Munro — June 7, 2014 — Lifestyle
References: yandl & lovelypackage
The Welcoming Committee is a new branding initiative by Upland Brewing company that focuses on new customers to the beer. The beer pack comes with an IPA and Wheat Ale, as well as "at least two other varieties of whatever the guys boxing it up were in the mood for," as stated on the package.
This is a great branding idea to start new customers onto one's beer, since it provides them with a taster of multiple kinds. Moreover, the fact that it's actually branded specifically for people who are new to Upland Brewing is clever, as there are many people moving through a store willing to try new things, but just not sure which brand to try for the first time.
This is a great branding idea to start new customers onto one's beer, since it provides them with a taster of multiple kinds. Moreover, the fact that it's actually branded specifically for people who are new to Upland Brewing is clever, as there are many people moving through a store willing to try new things, but just not sure which brand to try for the first time.
Trend Themes
1. Introduction-focused Beer Branding - Branding initiatives that focus on introducing new customers to beer brands through variety packs and other innovative marketing strategies.
2. Sampling Packs - Sampling packs that introduce customers to multiple beer varieties in one purchase.
3. Targeted Branding - Branding specifically targeted towards new customers or those unfamiliar with a particular beer brand.
Industry Implications
1. Craft Beer - Craft beer industry that can use introduction-focused branding to attract new customers and compete in an increasingly crowded market.
2. Alcoholic Beverages - Alcoholic beverage industry that can use innovative sampling packs and targeted branding to introduce new customers to different brands and varieties.
3. Marketing and Advertising - Marketing and advertising industry that can develop branding initiatives targeted towards specific customer groups, like new beer drinkers, in order to generate increased sales and brand loyalty.
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