Minglewood Brewery was founded in 2014 in the historically rich, small town of Cape Girardeau, Missouri. While the brewery added to the charm of the area, the town’s slower adaptation to new cultural trends, such as craft brewing, meant gaining local patronage was not straightforward. Initially, visitors were drawn more to the food offerings than the brewery’s diverse range of beers.
Early customers at Minglewood showed a preference for familiar mainstream lagers over the unique flavors of craft beer. This resistance presented a dual challenge: not only did Minglewood need to introduce its brand, but it also had to educate the local community on craft beer and expand their beer palate.
We collaborated with Minglewood to launch the "Roadie Soadie" line, featuring colorful cans that resonate with local culture and appeal to both regular patrons and newcomers. Building on this success, we introduced the "MW" line, which adopted a modern aesthetic with vibrant colors and a sophisticated new logo highlighted by shiny gold accents. Designed for versatility, these cans included space for bartenders to note the beer's name, ABV, and canning date, ensuring each can could be adapted to any beer type.
Evolving further, our latest initiative enhances the "MW" line with unique artwork and detailed descriptions for each beer type. These cans maintain the line's refined aesthetic while offering distinct designs that stand out on store shelves and create a cohesive series. This strategy not only enhances visual appeal but also reinforces the brand's identity in a competitive market.
Minglewood Brewery has successfully expanded its reach, now distributing in over seven locations across southeast Missouri. The strategic evolution of its product lines—from the playful "Roadie Soadie" to the sophisticated "MW" line and then to cans with specific beer names and detailed information—has broadened its appeal and market presence. This progression showcases the importance of strategic branding and product adaptation in growing from a small-town brewpub to a recognized craft beer brand.
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