Listen to our featured Ask Those Branding Guys™ radio show podcast: Sierra Blanca
Brewery
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask
Those Branding Guys™, we discussed branding strategy with a micro New
Mexico brewery.
Joining us on the show was Richard Weber, Owner of Sierra
Blanca Brewery in Moriarty, New Mexico.
Sierra Blanca brews 17 beers along with seasonal products and is known
for their signature brand Alien beer.
Alien brew was first created for the 50th anniversary of the
Roswell crash.
Sierra Blanca keeps their brand fresh by developing new
beers, creating inventive names and keeping the packaging updated. The whole team works to name products; they
keep a list in the brewery and write down ideas as they come up. Weber held a contest for the latest alien
logo design; Glover commented this was a great way to encourage customer
engagement.
To create brand awareness, Weber does tastings at
locations where his products are sold.
As an alternative to tastings, he sometimes offers a six pack of 6
different varieties so customers can have a sampling. Sierra Blanca has a tasting room adjacent to
the Moriarty brewery and a beer garden is opening in July. Merchandising is also a large component of
keeping the brand top of mind. Sierra
Blanca has a line of T-shirts and glassware that is sold at the tasting room.
From an advertising perspective, radio is working
wonderfully for their owned establishments.
Sierra Blanca is using social media to tell customers about new
offerings and has had good response.
Glover suggested Weber use a campaign where customers would share photos
via social media using the Sierra Blanca hashtag and follow the results to see
the impact it creates.
Weber’s branding tip is to ensure your images are
prominently displayed on your product, packaging, dispensing device, etc.
Enjoy the show.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact James
Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday
at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2015 Once a Day Marketing™. All rights reserved.
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