The last couple of months we’ve been busy consulting with Arbor Brewing Company. We have always been fans of their brew, but it’s great when you get to collaborate with other creative artists whose work you respect.
We first met Gaurav Sikka, Head of the India operations, who introduced us to Matt and Rene Greff – Absolutely inspiring husband-wife team who have dedicated their lives to the fine art of brewing craft beers. It took us a few meetings and a couple of workshop discussions to really break into their heads and see what they had in mind as a position. While we debated on marketing academic, and brand positioning, time was running out and we needed to get into more pressing decisions like can or bottle, 6 pack or 12 pack.
Once we had our brand strat and archetypes in place we got cracking trying to figure out the identity for India’s first American craft brewery with respect to brand identity and packaging.
After nearly 4 months of deliberation and discussion we are happy to announce that our partnership has borne fruit and we will soon be sharing the packaging.
Unfortunately, the beer will only be available in Goa initially. The three brews on shelves will be Beach Shack – an IPA, Easy Rider – an American Wheat, and Smooth Criminal – a strong spiced ale. We can’t wait for it to be available in Mumbai or Bangalore so our friends/family can taste what we’ve been chugging the last few months.
What can you say, it’s gruelling work, but somebody’s gotta do it.