Ardent Craft Ales

Brand Strategy, Ardent Craft Ales
January 2017 - April 2017; September 2019 - present

Ardent Craft Ales is a Richmond, VA, brewery that runs a successful taproom and also distributes its beers in bars/restaurants and retail stores across the Richmond, Tidewater, and DC areas. As the number of breweries continues to grow, the competition for shelf space, bar taps, and share of consumers' minds is high. Entering new markets is an added challenge, as brands are lesser known outside of the area in which their local brewery and taproom exist. 

In 2017, I conducted quant and qual research with craft beer drinkers to identify drivers of trial and loyalty, as well as their awareness, perceptions, and usage of Ardent and competitors. I then developed a brand strategy to help Ardent differentiate itself among the sea of other craft breweries, along with recommendations for how to bring the strategy to life in various tactics.

In 2019, I helped Ardent navigate a packaging redesign with a design agency as they transitioned from their original glass bottle packaging and into cans. Previously, glass bottles were perceived as more premium; however, this perception has shifted over the years, particularly in the craft beer segment. More and more premium craft beers have moved to cans, which are better for preserving the quality of the beer, as they allow less light and air to get into the beer. Moving to cans was the perfect opportunity for Ardent to do a complete update to the design and rethink how the brand was communicated across its packaging.