Over time, the idea of convenience has been sold to, and taken a priority in our culture. Often, this convenience results in negative effects to our environment. One-time use items like plastic shopping bags, straws, coffee cups are all items that we can use daily and be thrown away.
When it comes to the beer world and environmental footprint, the container is a big item to consider. For sure, cans and bottles are recyclable, which offers a reduced impact. There’s also been some debate on the idea that cans are better for the environment than bottles, which we touch on a bit in this interview.
One thing that other countries are still doing, which has fallen off the American radar, is the idea of washing and reusing bottles for beverages like beer.
This is not a new thing, and it makes total sense right?
Enter Nick Munson-Phelps, the refillable program manager for BottleDrop Refill. Nick has been leading an effort in Oregon to design and implement a refillable bottle program that breweries have already started using. Join us on this episode to learn all about the sustainability and benefits of using refillable bottles on this episode of Branding Brews.
Trademark Attorney Mike Kanach Discusses Branding of Craft Beverages
A lawyer and a designer walk into a bar. This podcast continues the podcast series of Branding Brews, covering topics of beer branding, design, and marketing. In this episode, designer Ryan Wheaton of Portland discusses branding and trademarks with attorney Michael Kanach of San Francisco. Mike is an intellectual property partner at the law firm Gordon & Rees in San Francisco, where he has experience with trademarks and trade dress for food and beverages, including craft beverages, beer, wine, and spirits.
Ryan and Mike discuss various topics involving branding and trademarks related to craft beer, including some benefits of obtaining a registered trademark and strategies of choosing a strong or distinctive name or brand. They also discuss some famous disputes over trademarks involving breweries and other alcoholic beverages, strategies on avoiding a dispute, as well as what to consider when re-branding.
Mike suggests talking to an attorney who is familiar with the craft beer industry and trademarks, because they can help to avoid certain foreseeable disputes.
But when choosing a name for your brewery or beer, Mike suggests that breweries use a few free search tools first, before talking to an attorney, because it will help save some time and money, including searches on google and various government and industry-specific websites:
Searching for registered trademarks and applications (USPTO TESS): http://tmsearch.uspto.gov
Searching for labels TTB (for bottles and cans): https://www.ttbonline.gov/colasonline/publicSearchColasBasic.do
Searching industry-specific websites for beer reviews (may include draft, rare, and retired):
BeerAdvocate: https://www.beeradvocate.com/search/ (can include retired)
It makes sense to search all the foregoing before choosing your name to know your risks. It also makes sense to talk to an attorney to evaluate those risks and others you might not foresee.
If you need help with your branding or trademark search, or...
If you have received a cease and desist letter and don't know how to respond, or...
If you want to discuss craft beer and branding...
Feel free to contact Mike Kanach at:
snail mail: 275 Battery Street, Suite 2000, San Francisco, CA 94111
Building and maintaining a successful team with 14 Cannons.
Find 14 Cannons:
Website: 14cannons.com // Facebook: @14Cannons // Twitter: @14Cannons // Instagram: @14Cannons
Having a strong team will give your brewery and brand a healthy platform to succeed and grow. Nic Bortolin and Nick Longo ( longodesigns.com ) join the show to talk about building their 14 Cannons team in the early days before opening. Before you open your doors is a crucial time to plan out build your strong team so that you can get off to a good start.
Social Media Planning and Tools with Leah Kuck of Terrapin Beer Co.
Leah Kuck is the Social Media and PR Specialist for Terrapin Beer Co.
Find Leah online
Twitter: @crftbeerproject // Instagram: @craftbeerproject
Leah likes to be social and has found a way to bring those skills of social media expertise to Terrapin Beer Co. We chat about the importance of the social media platforms that a beer brand should participate in. Leah talks about ways to streamline your social media strategy, setup content planning schedules, use social media tools and applications to help out your workload, and some other general tips on social media for breweries and beer brands. Here are just a few takeaways, tips and useful links.
Leah breaks down the social platforms into the Big 3 and Little 3. Big 3 are Facebook, Instagram, and Twitter. The Little 3 are Untappd, LinkedIn, and Pinterest. All social platforms are important and good to be active on, but the Big 3 are most important.
Plan out your week of content and social media posts and then schedule them into one of the posting tools listed below. Leah likes to look at things going on and then plan content and posts on Monday and Friday of each week.
Useful tools for social media management:
Coschedule - various marketing and social tools
Hootsuite - social post tools
Buffer - social post tools
Spredfast - content marketing and social tool
Instagram bio link tool
Communication is an essential part of promoting your beer and your brand. It’s a major part of how customers understand who you are. The stronger and more concise your communication is, the better your customers will understand your beer.
To communicate better, it’s important that everyone on your team knows and understands the solid identity behind your beer. If you ask your brewer, delivery driver, and marketing staff to explain your brand in one simple statement, would they say the same thing?
In branding and marketing, communication is huge. From your labels and packaging, sales sheets, website, email campaigns, and of course social media. As a writer and author, Jeff Alworth has a deep background when it comes to communicating. Along with his great website, Beervana: The Blog, Jeff has written a number of books on beer and cider. Join us today as Jeff digs into some fundamentals of communication on this episode of Branding Brews.
As part of an industry that is creating a product for consumers, having insights behind those consumers can really help drive decisions, marketing, and of course your branding efforts.
How aware are consumers of your brand, in your area?
What kind of thoughts come to your customer’s mind when they hear your name?
What are their political leanings?
What kind of beers do they drink based on their lifestyle?
Hopefully you are talking with customers and trying to extract insights that you can use to help drive your business. You can, of course, keep a pulse on what’s going on with your customers through Untappd or other review sites like Yelp or Google. These are all very helpful, but imagine pulling large amounts of this kind of data from a variety of craft beer consumers in your area.
Rob Cartwright, Co-Founder of DataQuencher, comes from a background of market research. Rob took his passion for craft beer and decided to start his own business providing market research for the craft beer space. Let’s dig into some interesting insights and learn more about the beer market on this episode of Branding Brews.