How to update a beer brand without alienating core consumers
Advice for breweries looking to rebrand without losing their current drinkers has been released to help move the sector forwards. The post How to update a beer brand without alienating core consumers appeared first on The Drinks Business.
Advice for breweries looking to rebrand without losing their current drinkers has been released to help move the sector forwards.
The advice, which comes in the lead-up to the 2025 Craft Brewers Conference and BrewExpo America, will be discussed in full at the event at the Indianapolis Convention Center from 28 April – 1 May.
Speaking to the drinks business about breweries rebranding and the elements that are fundamental to consider, Ann Obenchain, vice president of sales and marketing at the Brewers Association said: “Rebranding can be a valuable tool for growth, but it must be done thoughtfully to maintain consumer trust. For small and independent breweries, loyal customers often feel a deep connection to the brand, so sudden or drastic changes can create confusion or even push them away. The key is to evolve the brand while respecting its roots—embracing innovation without losing what made it special in the first place.”
Obenchain outlined five key considerations for breweries to look at when rebranding. He explained: “Some of the biggest considerations include: consumer perception [and essentially] understanding how existing customers view the brewery’s brand and what aspects resonate most with them; Authenticity, [which is crucial for] ensuring that any rebrand stays true to the brewery’s values, history, and unique character; Market positioning, [which involve] analysing where the brand sits in the market and whether the rebrand enhances or dilutes its standing; Storytelling, [which suggests] a rebrand should come with a compelling story—why the change is happening and how it improves the experience for consumers; [and lastly the importance of] design and packaging, [which is illustrative of how] any visual updates should strike a balance between freshness and familiarity, so customers can still recognise the brand they love. Especially in the independent beer space where packaging is so impactful and highly considered at the point of purchase.”
Describing the pitfalls, Obenchain told db that breweries news to watch out for “losing brand identity” and observed that “if a brewery changes too much too fast, it risks alienating its loyal customers”.
Obenchain also indicated that another element that should be avoided was “confusing messaging” and pointed out that “if consumers don’t understand the reason behind the rebrand, they may assume negative changes” such as “different ownership” or the “quality impact”.
Additionally, she identified how breweries need to make sure that they were not “neglecting the core audience” and warned how “focusing too much on attracting new customers while disregarding longtime supporters can backfire”.
There would also be the pitfall of “overcomplication” Obenchain suggested and reiterated that any beer “rebrand should simplify and clarify the brand’s image, not make it harder to understand or unclear as to the new position”.
According to the advice, there are also a few other “crucial elements to capture” which include "brand heritage, [therefore] highlighting what made the brewery great in the first place”. Plus “people, place [and] liquid” which he noted are all “significant factors to consider”. As well as the brewery’s “commitment to quality” which means “ensuring that customers know the beer they love isn’t changing in taste or craftsmanship, innovation or quality”. Added to this, she outlined the importance of “community and culture” and noted how “independent breweries often thrive on strong community ties” and highlighted how “this should be reinforced, not diminished”. Lastly, Obenchain insisted that “innovation and growth” was fundamental, especially “if a rebrand is about expanding offerings, experimenting with
new styles, or reaching a wider audience, it should feel like an exciting evolution rather than a departure from the past”.
Obenchain concluded the advice with the reminder that “rebranding is certainly part of the journey for many breweries, especially as consumer preferences shift and the industry evolves” but insisted that “transparency and authenticity are far more critical in maintaining a strong, loyal following”.
She also went on to point out that a “brewery doesn’t have to rebrand drastically to stay relevant—sometimes, small refinements and clear communication about growth and changes are enough”.
Obenchain added: “For small and independent breweries, storytelling is everything. Customers care about where their beer comes from, who makes it, and the passion behind it. Whether it’s a minor refresh or a full-scale rebrand, staying true to those roots is what keeps consumers engaged and supportive.”
Attendees to this year’s Craft Brewers Conference and BrewExpo America will be privy to more than 60 educational seminars and more than 140 speakers spanning 12 areas to help brewers and their teams grow professionally and personally.
The advice, which comes in the lead-up to the 2025 Craft Brewers Conference and BrewExpo America, will be discussed in full at the event at the Indianapolis Convention Center from 28 April – 1 May.
Speaking to the drinks business about breweries rebranding and the elements that are fundamental to consider, Ann Obenchain, vice president of sales and marketing at the Brewers Association said: “Rebranding can be a valuable tool for growth, but it must be done thoughtfully to maintain consumer trust. For small and independent breweries, loyal customers often feel a deep connection to the brand, so sudden or drastic changes can create confusion or even push them away. The key is to evolve the brand while respecting its roots—embracing innovation without losing what made it special in the first place.”
Obenchain outlined five key considerations for breweries to look at when rebranding. He explained: “Some of the biggest considerations include: consumer perception [and essentially] understanding how existing customers view the brewery’s brand and what aspects resonate most with them; Authenticity, [which is crucial for] ensuring that any rebrand stays true to the brewery’s values, history, and unique character; Market positioning, [which involve] analysing where the brand sits in the market and whether the rebrand enhances or dilutes its standing; Storytelling, [which suggests] a rebrand should come with a compelling story—why the change is happening and how it improves the experience for consumers; [and lastly the importance of] design and packaging, [which is illustrative of how] any visual updates should strike a balance between freshness and familiarity, so customers can still recognise the brand they love. Especially in the independent beer space where packaging is so impactful and highly considered at the point of purchase.”
Describing the pitfalls, Obenchain told db that breweries news to watch out for “losing brand identity” and observed that “if a brewery changes too much too fast, it risks alienating its loyal customers”.
Obenchain also indicated that another element that should be avoided was “confusing messaging” and pointed out that “if consumers don’t understand the reason behind the rebrand, they may assume negative changes” such as “different ownership” or the “quality impact”.
Additionally, she identified how breweries need to make sure that they were not “neglecting the core audience” and warned how “focusing too much on attracting new customers while disregarding longtime supporters can backfire”.
There would also be the pitfall of “overcomplication” Obenchain suggested and reiterated that any beer “rebrand should simplify and clarify the brand’s image, not make it harder to understand or unclear as to the new position”.
According to the advice, there are also a few other “crucial elements to capture” which include "brand heritage, [therefore] highlighting what made the brewery great in the first place”. Plus “people, place [and] liquid” which he noted are all “significant factors to consider”. As well as the brewery’s “commitment to quality” which means “ensuring that customers know the beer they love isn’t changing in taste or craftsmanship, innovation or quality”. Added to this, she outlined the importance of “community and culture” and noted how “independent breweries often thrive on strong community ties” and highlighted how “this should be reinforced, not diminished”. Lastly, Obenchain insisted that “innovation and growth” was fundamental, especially “if a rebrand is about expanding offerings, experimenting with
new styles, or reaching a wider audience, it should feel like an exciting evolution rather than a departure from the past”.
Obenchain concluded the advice with the reminder that “rebranding is certainly part of the journey for many breweries, especially as consumer preferences shift and the industry evolves” but insisted that “transparency and authenticity are far more critical in maintaining a strong, loyal following”.
She also went on to point out that a “brewery doesn’t have to rebrand drastically to stay relevant—sometimes, small refinements and clear communication about growth and changes are enough”.
Obenchain added: “For small and independent breweries, storytelling is everything. Customers care about where their beer comes from, who makes it, and the passion behind it. Whether it’s a minor refresh or a full-scale rebrand, staying true to those roots is what keeps consumers engaged and supportive.”
Attendees to this year’s Craft Brewers Conference and BrewExpo America will be privy to more than 60 educational seminars and more than 140 speakers spanning 12 areas to help brewers and their teams grow professionally and personally. 
