STRATFORD, Connecticut – True to its title, Two Roads Brewing Co. turned Connecticut’s largest craft brewer by taking its personal, less-traveled path, at all times centered on delighting its followers whereas by no means resting on its laurels. That very same ethos holds as we speak, because the brewer embarks on its second decade with a extra honed-in strategic method to its enterprise, its general look, its manufacturers, and its award-winning innovation.
Essentially the most seen proof, unveiled as we speak, is available in Two Roads’ first-ever, portfolio-wide packaging refresh – one which speaks to a extra client packaged items (CPG)-oriented method to the brewer’s model, shelf presence and advertising help. Retaining its iconic, fan-favorite crossed-arms emblem, each Two Roads can, bottle and field now showcases a stronger master-brand structure, larger emphasis on its sub-brands and kinds, and a extra modernly clear method to design. Whereas Two Roads’ authentic packaging helped set up the model as a family title amongst discerning craft followers, the brand new design instills extra consistency throughout all strains and merchandise, enabling Two Roads to make a stronger, extra unified assertion on shelf.
Two years within the making, the refresh resulted from intensive inner and exterior analysis, together with direct suggestions from retailers and distributors and a collection of client surveys, panels and focus teams.
“Our class is way extra aggressive than it was when Two Roads launched in 2012. Immediately, greater than ever, craft brewers have to have branding that makes the choice course of simpler for the buyer: manufacturers want to face out, stand for one thing and have endurance,” stated Brad Hittle, co-founder and CEO of Two Roads Brewing Co. “We’ve at all times been about taking the street much less traveled, and our revamped packaging retains that feeling entrance and middle whereas making it simpler to search out us, determine our sub-branding and kinds, and attraction to a brand new technology of craft followers.”
New Investments in Expertise; Give attention to Prime Sub-Manufacturers
The brewery’s evolution to a CPG mindset has it relying extra on information to drive its enterprise, advertising, and gross sales methods. The shift resulted from the work of an inner process pressure shaped through the pandemic charged with strengthening the corporate’s general place and its management workforce with standout veteran beer and CPG executives.
Normal Supervisor Brian Hollinger, beforehand VP Operations at Dogfish Head, was employed to transition the corporate’s operations from “house grown” to “world class”, whereas on the business facet, Brian Corrie was introduced on as VP of Gross sales and Brian Duprey as Senior Director of Nationwide Accounts, each of whom have many years of expertise working for high beer manufacturers. Two Roads’ fortified advertising technique – led by Collin Kennedy, who has greater than a decade of expertise in beer and broader CPG advertising – will assist help their efforts.
A few of these executives had been a part of a newly-formed Enterprise Insights workforce that used information and commerce suggestions to develop a revised and extremely centered beer portfolio technique centered on:
- A deeper dedication to Highway 2 Spoil – Two Roads’ Double IPA – as its flagship beer
- Line extensions that leverage current model fairness from different high performing SKUs like Lil’ Heaven and Two Juicy
- Improvements that preserve with its “road-less-travelled” mantra, together with Juicy Field, an industry-first 16 oz. selection six-pack of hazy IPA’s
“Juicy Field took a complete workforce effort and has been an enormous hit; we’re barely maintaining with demand. Shoppers love the title and the product—a one-two punch for achievement,” Hittle continued.
Two Roads product growth technique additionally contains approaching “past beer” as a class that encompasses extra than simply laborious seltzer and ready-to-drink canned cocktails. Inside the final six months, Two Roads has launched it first two non-alcoholic beers, Non-Alcoholic Juicy IPA and Non-Alcoholic American IPA, together with the primary merchandise from Two Roads Distilling: small-batch vodka and London-dry gin. Every was developed by the brewery’s famend Grasp Brewer Phil Markowski and is at the moment accessible on the market on the Two Roads Brewery. They observe the brewery’s Daybreaker line of premium, vodka-infused ready-to-drink cocktails, accessible at retailers all through southern New England. Every initiative emerged from the Markowski-run Space Two Experimental Brewing facility, which is able to proceed to gas sensible innovation to please evolving tastes.
About Two Roads Brewing Co.
Two Roads Brewing Co., launched in 2012, is a privately owned craft beverage firm providing a wide-ranging portfolio of beers, canned cocktails, laborious seltzers, distilled spirits, and different Highway Much less Traveled drinks. Positioned in Stratford Connecticut, Two Roads is ranked 54th amongst 9,500+ independently owned breweries within the US in line with the Brewer’s Affiliation.
For Extra Data:
https://tworoadsbrewing.com/
