Olde Mecklenburg Brewery was the first craft beer in Charlotte, North Carolina. Their success spawned a craft boom in the region, with over 30 breweries opening up in the market within the next few years. OMB approached Concentric just as they were making a significant investment in a new brewing facility, Biergarten and Brauhaus—seeking to create upward pressure for a more rapid growth trajectory.
Like most craft beers, OMB was regarded more as a product, not as a highly differentiated brand. As Charlotte’s craft beer category matured and fragmented, it was clear that even with a strong share of market, OMB needed to shift its focus to loyalty and retention (a difficult proposition in a nomadic category) and capitalize on their first-to-market “moat.” We also defined a clear best-prospect customer to segment and target for the brand.
We identified brand clarity as OMB’s key growth driver. By aligning the brand’s unique attributes across all touch-points, we crafted and communicated a consistent message, effectively conveying what OMB stood for.
We continued to build on OMB’s first-to-market heritage and became the first CLT craft beer to establish a brand based on core company values. We also elevated the marketing message and overall creative to reflect the high standards of OMB beers and the brewery itself.
The new creative clarified OMB’s position around freshness and purity, reflecting company values and product features. The new look went against conventions of a typical craft beer aesthetic, which tended to be grassroots and inconsistent looking. Instead, OMB’s new labels, POS and advertising had great cohesion across all the brewer’s varieties.
OMB is now the region’s #1 super-premium craft label, outselling all craft beers, including major craft beer brands like Sierra Nevada and Sam Adams, in the markets where they compete. Three years into our engagement with OMB, sales have grown 250%.