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Once upon a time, beer branding efforts were rather mundane. You had recognizable can and bottle designs that consumers could easily recognize in the grocery store cooler, but there was little beyond that. Part of the reason for this lack of diversity in the past was the simple fact that there was very little in the way of competition. microbrewery equipment was really your only option, and depending on where you lived, you had only a handful of those selections. Today, the story has changed significantly.

The Rise of Craft Beer Forces Innovation in Branding

Today, the nation enjoys an incredible diversity of beer selections thanks to the rise of craft beer. US drinkers have more options right now than at any point since Prohibition (and possibly before). While that is certainly good news for those who want to branch out and try something different, all those options do have an adverse effect. They make it hard to tell what's what on the market.

With hundreds of new craft breweries starting up each year, beer drinkers are finding it harder and harder to decide what they want to drink. Breweries see the problem and have taken steps to combat it - branding innovation. What's it all about?

Branding Innovation Equals...?

So, other than giving consumers a label or can design that is instantly recognizable, what is behind the shift in branding within the beer world? Recognition is certainly one of the key benefits here but it is far from the only one. In fact, it seems to be more about getting attention than creating a memorable design that will last for years. With the growing number of beer options open to consumers today, brewers are finding it necessary to find ways to stand out from the crowd. What are some of the most notable branding moves out there?

Cartoons

Cartoons are pretty popular, especially long-running shows like The Simpsons. One remarkable example of innovative branding is the creation of Duff Beer, based on the brew Homer chugs in The Simpsons. While this particular beer wasn't marketed in mass quantities, it was a huge hit via Internet sales and showed just how willing consumers really are to make a deeper connection with pop culture icons they like.

Make It Your Own

Personalization has become a huge tool for companies - even M&M's have gotten in on the act. You'll find that this trend is not wasted on breweries, either. Danish brewer Turbog has been offering their customers the chance to personalize beer bottles with their photos (or any other picture they want to use) and the program has been pretty popular.

Green Packaging

Cardboard has always played a role in packaging for the beer industry, most notably in the form of 6-pack containers, 12-pack containers and cases. However, one Russian chain has taken it a step further and created perhaps the ultimate green packaging. The Mug Pub offers a cardboard 4-pack carrier that holds four cardboard cups of beer. Each cup has a lid with a sticker to denote what type of beer the drinker will find inside.