SAUGATUCK, MI - A long-time favorite with locals and beer lovers across the Midwest, Saugatuck Brewing Company recently partnered with Muskegon-based creative agency Revel to revamp several mainstay brews, from package design to renaming a Saugatuck classic.
Saugatuck Brewing Company was founded in 2005 as a 3.5 barrel operation, and they haven’t stopped growing since. Just over ten years later, they now use a 45 barrel brew system, which produced an estimated 13,000 barrels in 2015 alone. Saugatuck’s beer has won several awards from prestigious organizations such as the The World Beer Cup and World Expo of Beer.
Saugatuck Brewing Co. began their relationship with Revel in 2014, with just one bottle label and packaging redesign for a seasonal beer, Neapolitan Milk Stout. After a couple years working together on a few other projects, Revel was given the opportunity in the winter of 2015 to begin redesigning four mainstay beers: Oval Beach Blonde, Bonfire Brown, Singapore IPA, and Third Bear (formerly ESB/Amber). This partnership has already proved to be fruitful, according to brewery vice-president Kerry O’Donohue.
“The rebranding of Neapolitan Milk Stout stands out as having the biggest impact in terms of sales,” O’Donohue said. “Neapolitan case sales increased 251% from 2013 to 2014, then 47% the next year. And more recently, Barrel Aged Neapolitan has been a tremendous hit as well.”
The other designs have only been public for a few months now, so it’s too early to evaluate sales data. However, O’Donohue did note that the labels have been well received by customers and distributors. The rebranded beers join other Revel-designed varieties at Saugatuck Brewing Co., including Neapolitan Milk Stout, Starburst Wheat, and Backyard IPA - the packaging and labelling of which earned Revel a gold ADDY award in 2015.
Saugatuck Brewing Co.’s marketing coordinator Megan Pruim highlighted the positive impact the new designs have on brand presence, which in turn drives sales. Inside most grocery or liquor stores, there’s definitely no shortage of local craft beer to choose from. Saugatuck’s new united look stands out from the crowd.
“For me, the redesign has created a brand presence that we have never had before. When you look at all of our mainstay styles on a shelf now, you know they all belong together,” Pruim said. “There is cohesion and continuity and that is very important for a growing brewery. Having all of our styles match and stand out on the shelves together encourages people to try our other styles that maybe they haven't had before.”
For more information on Saugatuck Brewing Company’s offerings, visit them online at www.saugatuckbrewing.com. If you’re ready to take your marketing to new heights, get in touch with Revel at www.revel.in.