Alamo Beer Co.: Branding and Package Development
Alamo Beer Company Brewery is only a short walk from The Alamo in East Downtown San Antonio, Texas. While the Beer Garden and Beer Hall opened to the public on March 6, 2015, production of Alamo beer began in 2003 marking the first time a beer named “Alamo” was brewed by a local San Antonio brewery since 1884. Using age-old methods of brewing, the company brews 11 beers including seven year-round, four seasonal, and a host of limited releases and Beer Hall exclusives. Alamo Beer can be found on tap in bars and restaurants, in bottles and cans wherever beer is sold across Texas.
In the craft beer world, storytelling is key. Brands and consumers alike are drawn to styles, brewing processes, and new trends through the lore among enthusiasts and aficionados. Alamo Beer Company was focusing more on the styles of the beer with no story to tell. As a result, the brand had no personality and was losing out on new account and consumers against direct competitors.
When tasked with the project, the ArchPoint Products team asked “Who are you?” It was met with an explanation of a feeling, but not a precise, focused brand promise from the Alamo Beer Co. team. Knowing the element of storytelling was missing, ArchPoint got to work.
Beginning with a re-positioning of the brand, the team focused the brand’s target and mission, while keeping in mind Alamo’s crafty, non-mass brand appeal. After an audit of small- and large-scale competitors, Alamo found its niche in the competitive landscape as a Proud, San Antonio brew.
Inspired by the legends of the Alamo and association with the Alamo City, ArchPoint introduced a bold, new package using the associations with the Alamo, San Antonio, or the independent Texan spirit to drive compelling stories and attract new customers. Beloved styles transformed from a simple package to iconic brands like North Wall Pale Ale, Eighteen Pound Pilsner, and La Villita Light. Each beer taking on a character inspired by the stories of the Alamo and widely recognizable San Antonio Landmarks.
Besides totally redesigning the brand’s packaging, the ArchPoint Products team developed go-to-market strategies to drive sales growth, innovation, and increase distribution.
First and foremost, the new branding allowed Alamo Beer Company to be seen on shelf and no longer be lost among its craft beer competitors in off-premise accounts. Additionally, the full portfolio was exclusively offered in 12 ounce aluminum cans to match consumer preferences and drinking occasions.
In on-premise accounts, the new line of stories allowed the Alamo Beer Co. sales team to talk about the beer in a way that made it more interesting to accounts and, as a result, more interesting for the beer and restaurants staff to share the beers with customers.
Overall, ArchPoint Products team involvement and packaging changes increased sales by twenty percent and added 140 additional distribution points, including prestigious accounts in San Antonio and South Texas restaurants, event centers and iconic bars.