The secret of the craft beer explosion is there is some induction to a new secret – the artisan skills in the brewing art are preserved, rescued and made available to a new audience who want to discover something new and different.
If you take a great exemplar of craft – Freedom Brewery – then it takes the single simple message – here the top notes of Cascade hops – and plays them to some effect. The subtle balanced nuancing of malt notes in the brewing process is reduced to a support act that is there to give the hops a moment in the sun.
The fact that there are new and different hop types and notes matters – because that gives a fresh twist to the delivery – the citrus notes help to reinforce that fact – again in the head space and the retro nasal passage because of when the hops are added – but it seems to be ingredient driven in the experience – reinforcing the crafted values.
But we should turn the telescope around. What are the craft beer values emotionally – innovation within a traditional crafted matrix (excitement and also reliability). There is a stylish modernity alongside a tradition – think Hackett clothes or some other brand. Have you noticed (well no, you won’t have) that Selfridges has promoted crafted products in their display – Hackett, Barbour, Lobb et al are all getting star billing. Now is the time for skilled artisans with a point of difference.
The secret is a minimalism – delivering the messages of excellence and quality alongside a twist based on genuine ingredients.
This is only a taste of some of our recent Sensory Space research (to find out what we can do for your brand give us a call on 01133 365 365).
Sensory Space is our research tool that uses a set of questioning and consumer diagnostic tools that take this process into the product and retail environment – both in-store and on-line – at a deeper and more impactful level. It is a truism that ‘If you ask the same questions you get the same answers’. We believe that since the environment has changed fundamentally and the consumer continues to evolve so we too need to enhance and improve how we understand the consumer.
The emotions remain a constant since they drive actions and loyalty – we simply need tools and techniques to reveal and understand them better – and Sensory Space delivers that advantage.
If you’d like to find out more about Sensory Space, our unique insights tool, give our team a call on +44 (0) 1133 365 365 or email us on email@example.com