If you’re dead set on launching a brand extension, here are a few quick guidelines to keep you from having to later cut a commercial to directly address how confusing it is that your brewery’s name is also on a hard seltzer can for some reason.
Less is more
One or two extensions can work well if the subsequent releases reinforce the parent brand's positioning and value props (Blue Moon > Blue Moon Light Sky is a great example here because it brings a seasonal flair to the mix). More than one or two and you stand the risk of making the entire lineup too convoluted for your fans to follow, particularly if you start layering in line extensions on top of those brand extensions. (peep that Budweiser extension-mania image above for reference. "yeah, gimme a Bud Light… Lemonade Seltzer Soda, please?")
How to avoid this issue altogether
If you’ve determined that a brand extension does not make sense, this doesn’t mean you can’t launch the product. It just means you have to explore another brand architecture strategy for bringing it to market—e.g. a subtly-endorsed brand, some sort of shadow endorsement or even a standalone brand if you have the capacity to properly manage it.
The most important question
Does this new product naturally align with your parent brand’s values and value props? Is this something your brewery would launch? Does it make sense at a gut level?
If there’s any doubt, then you need to be extremely careful with putting your brewery’s name on that product. Yes, you could possibly see a short term bump in sales by leveraging your parent brand’s equity of the gate, but it likely won’t last beyond the honey moon phase. And it could end up doing far more damage to your positioning in the long run.