Olde Mecklenburg Brewery was the first craft beer in Charlotte, North Carolina. Their success spawned a craft boom in the region and over 30 breweries sprung up in their market. They came to Concentric just as they were making a significant investment in a new brewing facility, Biergarten and Brauhaus—creating upward pressure for a more rapid growth trajectory.
Like most crafts, OMB was regarded more as a product, not as a highly differentiated brand. As the craft category matured and fragmented, it was clear that even with strong market share, OMB needed to shift focus to loyalty and retention in a nomadic category and capitalize on their first-to-market moat. We also defined a clear best prospect to segment and target the brand against.
We identified brand clarity as OMB’s key growth driver: giving beer lovers a clear understanding of what OMB stands for across all their products. Crafting and communicating a consistent OMB image centered on their unique attributes and across all touch points was also paramount to achieving clarity.
We continued 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 their company values and their products’ features. The new look went against conventions of typical craft beer aesthetic, which can 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 the national darlings like Sierra Nevada and Sam Adams in the markets they compete in. Three years into our engagement with OMB, sales grew 250%.