FOCUS: BRAND DRIFT PROBLEMS | AUDIENCE: STEWARDS OF PLATEAUED BRANDS
I helped a European beer brand regain its fizz by reframing it as the pour for modern-day celebrations.
A well-established European lager had, for decades, been a trusted favourite across its region. It was known for its craftsmanship and unpretentious appeal … the kind of beer older drinkers would order without thinking twice. For years, its image of tradition and consistency fuelled loyalty.
But times changed. Younger consumers were drawn to craft beers, lifestyle-led drinks, and experiences tied to modern social settings. The beer’s advertising, steeped in nostalgic imagery of old pubs and long-standing friendships, began to feel dated. Sales plateaued, then slid. Retailers increasingly pushed it out in favour of trendier brands. In short, the beer had lost its fizz … both literally and culturally.
The product remained excellent. The brand’s problem wasn’t taste; it was relevance. It had locked itself into a masculine, old-world positioning that didn’t resonate with younger or more diverse drinkers. Its very tradition had become a trap.
Yet during market immersion, I spotted something important: consumers still chose the beer when marking small, personal celebrations. It wasn’t their everyday drink … but they used it to toast wins, friendships, or life’s little milestones. This latent ritual suggested a path forward: the beer wasn’t too old … it simply needed to be retold.
Rather than chasing craft beer trends or reinventing its visual identity, the brand needed a strategic story pivot: from “preserving tradition” to “fueling moments worth cheering.” I gave it new life it as the beer that shows up when life is worth toasting … big or small, planned or spontaneous.
This positioned it not by demographic, but by occasion. The new story line was simple: “When it’s worth a cheer, this is your pour.” This opened up rich creative territory and allowed the brand to play in modern, diverse, celebratory spaces … while honouring its approachable core.
The brand narrative shifted from “good old times” to “your cheers of today.” Visual storytelling was modernised: sunlit terraces, shared tables, rooftops, backyards, and spontaneous gatherings replaced dark pub interiors and all-male groups.
Packaging evolved subtly … cleaner, brighter, and ready to complement new rituals. Importantly, the tone avoided the hyper-stylisation of craft brands. The idea was to keep it simple, joyful, and open. I seeded a new brand ritual: “Pour New Cheers.”
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
+22% rise in off-trade sales during celebratory periods (festivals, holidays, weekends).
+19% uplift in social engagement via UGC and influencer content under the #PourNewCheers theme.
+14% brand recall improvement among 25–34 year olds … previously an underserved segment.
Shelf presence regained in 3 major retail chains that had deprioritised the brand.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re an investor seeking momentum for your portfolio brands, here is one of my case studies that could interest you: “When a Smart Cooker Fell Flat … And Stirred Up a Movement.“
And if you’re a solo expert looking to sharpen traction, this case study I worked on may resonate: “When a Naturopathy Coach’s Bio Shifted … To Calm CXO Nerves.“
"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week—book your breakthrough session now."
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