A beer for a town known for its wine
Often the place where something is produced can have a huge effect on how it is perceived in the market. Think of Italy and you’ll immediately think of pizza. Think of Russia — it’s vodka. And Marlborough — it’s wine. What can you do then, when approached by a passionate man based out of Blenheim, in the heart of Marlborough, who produces not wine, but beer? The answer — you turn that weakness into a strength.
When faced with this challenge, we had a decision to make. We could mask or hide the fact that this beer was produced in a famous wine producing region and build an identity around that. Or we could use that information and exploit it as the brand’s point of difference in a saturated market. We chose the latter. With this direction in mind and after some client discussions and careful planning, we were handed the perfect name for this brand of beer — Boom Town. Not only is Boom Town a nickname for Blenheim, it also couldn’t fit any better for a brand of beer that needs to make an impact in the market. Boom Town perfectly embodies what the beer is and where it comes from.
Our task was to create a brand identity for a beer with a cult like following for the people of Blenheim, so when asked by tourists “what’s the best beer in town?”, the locals will answer “Boom Town”. Boom Town will be launching later this year and we are excited to observe how it will perform. Boom Town — a beer for a town known for its wine.