Cody and Isaac sit down to introduce CODO’s new summer BBT newsletter series: The Package Refresh Series. Plus, why *are* package refreshes so hot right now?

Points of discussion:

1. Why are package refreshes so hot right now?

2. Here’s our series thesis: 

There are more breweries today in the US than anytime in history, yet consumers are drinking less beer. This has led to flat-to-declining sales for breweries of all sizes across the country. The fallout? Marketing budgets are tighter than ever.

But this comes at a time when investing in your branding, packaging and marketing is more important due to all the aforementioned competition.

This means that breweries are carefully weighing their options and investing where they expect to see an outsized return. In this landscape, package refreshes have emerged as a compelling strategy to stay top of mind with consumers.

3. Package Refresh vs. a deeper rebrand: On weighing risk vs. reward

4. Cost is subjective here

5. Your packaging is dusty (it hasn’t been updated since…)

6. You’ve gone through several in-house designers and/or agency partners and can clearly see the inconsistent label design style strata across your different brands

7. Your sales are flat (but not in a free fall)

8. Things are going well (you’re winning new placements and sales are increasing YOY) and you want to invest in your brand while the sun’s shining

9. You’ve rationalized your portfolio and want to clean everything up now that you have a clear set of priorities

10. Package Refresh as a stop gap: You’re planning on a deeper branding effort in the coming years, but still need to make a change now

11. You need to address an Intellectual Property (IP) issue