Independent Study Program, Ardent Craft Ales January 2017 - April 2017
Ardent Craft Ales is a Richmond, VA, brewery that runs a successful taproom and also distributes its beers in bars/restaurants and bottles in Richmond, Tidewater, and DC. As the number of breweries continues to grow, the competition for shelf space, bar taps, and share of consumers' minds is high. Entering new markets is an added challenge, as brands are lesser known outside of the area in which their local brewery and taproom exist.
The Brandcenter's independent study program is a semester-long project where we work with a live client of our choice to showcase all of the research, strategy, and creative thinking skills we've acquired in the past two years.
I conducted quant and qual research with craft beer drinkers to identify drivers of trial and loyalty, as well as their awareness, perceptions, and usage of Ardent and competitors. I then developed a brand strategy to help Ardent differentiate itself among the sea of other craft breweries, along with recommendations for how to bring the strategy to life in various tactics.