Case Study: Founders Brewing Co strengthens All Day IPA relevance and growth with Trinity Brand Group

Founders Brewing Co reverses downward trends with Trinity Brand Group and boosts perceptions double digits

Founders Brewing Co., a top-ten U.S. craft brewery, faced a challenge as consumer preferences shifted towards spirits and seltzers, causing the craft beer category to lose relevance. Trinity Brand Group was engaged to help reposition its flagship All Day IPA brand to expand its reach and re-engage lapsed consumers.

Trinity Brand Group developed a new brand strategy centered on the message "Have It All," which was brought to life through package redesign and an omnichannel campaign. This repositioning successfully reversed previous downward sales trends. The vendor reported that consumer perceptions of quality, relevancy, and occasion appropriateness all grew by double digits following the campaign.

Founders Brewing Co