New Belgium Brewing:
Beer Confidence
An edit of the entire Portage Porter series created as an overview for the brand
Series Overview
As the 4th largest craft brewery in the nation, New Belgium Brewing has always been and continues to be a staple of Fort Collins, CO community and icon in the craft beer world.
New Belgium Brewing (NBB) has been a client and friend of ours for many, many years. We partnered with their talented marketing team to create the beer confidence series for their sales teams and nation-wide distributors. This 7 part video series highlights the key features and characteristics of each new brand they bring to market.
This Case Study below highlights each video segment that makes up each unique series while focusing on one brand as an example.
Introduction
Each Introduction video sets the tone of the entire series. From a narrative an visual standpoint we discover our characters, the location, and reveal the brand.
Brand Story
The Brand story of each new beer is designed to give context to the audience. No new product is made in a vacuum and craft beer is not exception. These profiles dive into the history of beer styles, NBB’s unique, creative decisions for creating this beer, and how it all came together.
Beer Style
There are so many distinct styles and sub-styles of beer in the market, NBB always wants to make sure their audience is educated and informed before moving forward. This 10K ft. view of specific style in relation to the new brand acts as the foundation for the conversation moving forward.
Raw Materials
To say the least; New Belgium Brewing is creative when it comes to raw material and prides itself on finding and using only the best to produce world-class beer. This section of the series takes an intimate look at what makes their beer special and how they source and use the raw materials that make it all possible.
Flavor Evaluation
Flavor is King when it comes to beer and NBB wants you to know why. In the Flavor Evaluation portion of each series a certified taste-testing expert (yes…they exist) explains what you will experience when trying this new brand and how to describe it to potential customers and distributors.
Sales Strategy
Secrets don’t make friends. The New Belgium Brewing Marketing and Sales team give up all the goods and breakdown how they predict this new brand to do in the market and how they plan to support it’s success through marketing. Educating distributors, restaurant owners, and customers alike bout what makes their products a fit on the shelf has always been a passion of NBB as they continue to grow in popularity.
Outro
This wrap-up is New Belgium Brewing’s “stamp of approval” and closing thoughts on this new brand. Focusing once again on culture and community that inspired this new brand while also highlighting the new product in all its glory.
Conclusion:
“Knowledge is power” – Whether your a National Sales Rep, Distributor, Restaurant Owner, or Local Customer New Belgium Brewing believes in engaging, entertaining, and educating its community. An in-depth series such as Beer Confidence is a key example of that idea.
Bonus: Sizzle Promo
Promo: We always try to make a colorful, exciting, and on-brand promo to sweeten up any production. Leveraging the captured material to create a new edit is always an economical way of making your budget and creativity go a little further. NBB projects are no exception.
This particular edit has to thank a Jam-Session that would inspire the delicious taste of Heavy Melon. A fantastic combination of flavors and inspiration created an excellent beer!