You don’t work within the drinks industry for almost 20 years without learning a little bit about what makes a great brand.
Having worked alongside the inventive marketing minds that have brought to life drinks such as Old Speckled Hen, Wainwright and Abbot Ale I believe it is a range of factors that determine a brand’s success story.
It goes without saying that budget, strategy and objectives all play their part in the foundations of a brand’s journey, however I believe that implementation and creativity play much more of a fundamental role in how well a brand’s personality is received by consumers.
John Murphy of St Peter’s Brewery and Plymouth Gin (to name only two of his brilliant portfolio), has led the way, embedding his beloved brands in to households by consistent brand recognition via on and off trade. His respectful approach to each brand is demonstrated by their positioning in the market place, always showcasing them with a sympathetic backdrop. The St Peter’s range making themselves at home at the Jerusalem Tavern is a great example of this and ensures beer lovers return to the City pub for their Suffolk brewery fix.
It is exciting when fresh brands arrive on the scene oozing with personality with keen and charismatic innovators at the helm. I was lucky enough to catch up with two of my favourite brand creators at Craft Beer Rising earlier in the year.
I have loved watching the journey that Hannah Rhodes has carved for Hiver – The Honey Beer. Hiver was ‘born out of an admiration for London’s urban beekeepers and a passion for craft beer’ and the brand exudes quality, care, growth, legacy and social responsibility. The warm welcome one receives from Hiver, be that in person or their website, http://www.hiverbeers.com is notable, you are part of the Hiver family from the off and instantly feel the urge to visit their Taproom and Shop (open at weekends).
Another brand to get excited about is that of Hawkes cider. The trail blazing approach of Chief Hawker, Simon Wright has brought a fresh canvas to apple cart activity. I can recall discussing the headturning logo with Dan Seago a number of years ago and I always watch with anticipation to see the next great campaign or cider to leave the Hawkes arches. To offer consumers drinks as innovative as Elephants on Ice to that of Soul Trader is surely a dream for both producer and drinker?!
Both Hiver and Hawkes have quite rightly made the shortlist at the Beer and Cider Marketing Awards 2018, being held at the Truman Brewery this month. Co-founder and head judge Pete Brown said, ‘The spread of entries we’ve had this year was the best yet. Together they showcase a real broadening of creative ideas in the beer and cider market – and it really is in both beer and cider’.
Best of British at the awards ceremony Hiver & Hawkes!