Branding strategy for Beerwulf Italy -

Branding Strategy for Beerwulf Italy

Beerwulf's problem in Italy

The craft beer brand Beerwulf needs a branding strategy in the Italian market. Beerwulf, during the global pandemic and lockdowns of 2020 and 2021, had the opportunity to grow by bringing the pub experience directly into consumers’ homes by offering a home tap machine. However, change is always around the corner, both in the market and in society.

You can now go out and drink in your favorite pub again, leading to a decrease in sales of the SUB product. To counter this problem, Beerwulf needs a branding strategy to create new associations with its product and the overall brand.

The Italian market has its own beer culture and rituals, and beer companies, bars and pubs that shape them. In this scenario, the SUB represents an innovative product in the market, as the idea of a home pub has slowly developed over the last two years.

The branding strategy

The proposed branding strategy aims to achieve the goal of increasing sales by applying branding skills and identifying how the SUB can seamlessly fit into the consumer experience. To provide the best advice, I based the strategy on data from numerous analyzes that closely examine the Italian market, customer behavior and Beerwulf’s identity.

First of all, all brand elements were analyzed through an inventory that shows how brand values, such as togetherness and fun, are aligned with consumers, as highlighted by the prospect portrait. However, they are not communicated effectively, resulting in a lack of awareness, as evidenced by the data.

Secondly, further brand analysis shows that the brand image needs more credibility, as Beerwulf’s service is perceived as slow and disorganized in Italy.

As a result, the strategy recommends strengthening the relationship between Beerwulf and its consumers, especially the segment of Italian Millennials with young children, as they tend to spend more time at home than in public places.

The strategy aims to increase awareness, strengthen credibility and consequently improve consumer loyalty by creating a new brand image that presents it as the friend who always appears at social events and brings fun and lasting memories. The strategy is highly customized for the country in order to make a product as innovative as the SUB perceived more familiar and close to the target. Therefore, the contents and name of the campaign, “Add a Glass to the Table”, are linked to elements of Italian culture such as songs and old sayings.