Rebranding a brewery isn’t just about a fancy new logo—it’s about digging into what makes it truly stand out. At The Brand Weaver, they help breweries uncover their unique identity and make sure it connects with the right people. When their client, Vale Brewery, took home the ‘Branding of the Year’ accolade at our very own Brewers Choice Awards, it showed how powerful a well-crafted brand can be. Here’s Brand Weaver founder Tim Weaver to explain how they did it.
We kicked things off by really getting under the skin of Vale. This wasn’t about buzzwords like “community” or “quality” but about finding what made Vale special. Was it their rich history? The people behind the scenes?
Or the local culture that’s been brewing with them since 1995? Uncovering those hidden ingredients, like a master recipe, helped us discover what set them apart from other breweries.
We also took a hard look at where they stood in the market against their rivals. Understanding their positioning was key to helping them stand out in a competitive space.
Knowing Your Audience Inside Out
Next, we had to know who Vale’s audience really was. We didn’t settle for surface-level descriptions—we built detailed personas that reflected real people. Whether it was the hardcore beer enthusiast or the casual pub-goer, we wanted to know exactly why they chose Vale over the next brewery.
By understanding their audience’s motivations, preferences, and habits, we could tailor messaging that spoke directly to their needs and desires. This helped create a connection that felt personal, not generic.
Defining the Brand Core
Every great brand needs a strong core. For Vale, we defined their purpose, mission, vision, and values—all key to shaping their decisions. But the real game-changer was their purpose. We call it their North Star, guiding every move they made.
When Vale was faced with choices, they could look to that purpose and know if it aligned. This clarity helped them avoid shiny distractions and stick to what truly mattered, ensuring their brand stayed on track.
Finding a Voice that Stands Out
Let’s face it—too many breweries end up sounding the same. We made sure Vale didn’t fall into that trap. Their voice needed to reflect the personality of the brand—fun, approachable, and friendly.
We crafted a tone of voice that was unique and memorable, helping Vale connect with their audience in a way that felt genuine.
This wasn’t bland, one-size-fits-all messaging. We made sure Vale’s voice had real character, the kind that people could recognise, even without seeing the logo.
Bringing the Brand to Life
With the brand core in place, it was time to get the word out. But this wasn’t about throwing a few posts on social media.
We made sure every touchpoint—whether it was online, in-store, or at events—was consistent with the brand.
Vale’s messaging didn’t just announce new beers; it spoke to the heart of what they were all about. Every campaign, every interaction, was designed to build a connection and deepen loyalty.
When it came time to create visuals, we had a crystal-clear vision of what would resonate with their audience.
Big Wins and Bigger Growth
So, how did it all pay off? Besides winning Rebrand of the Year, Vale saw a 19% bump in buying customers, a 24% rise in beer club members, and a huge 135% increase in online orders.
The award was just the cherry on top—Vale’s rebrand transformed the way they connected with their customers.
Vale’s success wasn’t just luck—it was the result of a thoughtful, purposeful approach. With a clear understanding of their brand, a distinct voice, and deep customer insight, they created something that genuinely connected.
Any brewery can follow this path and craft a brand that doesn’t just stand out, but forges lasting connections, all it takes is the commitment to get stuck in!
