Marketing Strategy Design

Nothing says Chesapeake Bay more than Blue crabs with Old Bay Seasoning and a six-pack of Wild Goose beer. The team at Object 9 recently created new packaging for Wild Goose Brewery’s family of beer products that is scheduled to start hitting retail shelves across the Mid-Atlantic region in late summer. Wild Goose decided to reorganize their beer portfolio in order to revitalize the brand and build consistency among the different products to meet consumers’ demands and tastes.

“Maintaining elements that communicate the brand’s heritage is crucial to brand revitalization,” stated Andy Gutowski, Object 9 creative director and partner. “The component of the Wild Goose brand that holds the highest equity in consumers’ minds is the distinctive graphic of geese flying in front of the sun, so it was imperative we carry this element to the new package design.” The clean, contemporary packaging is further refined and reflects the brand’s premium craft beer image. Also, the brand’s quirkiness particularly shows through in its fun “Goose Facts” and seasonal beer packaging. Just looking at the Pumpkin Patch Ale 6-pack carrier makes you want to load up a little red wagon on Halloween and stroll around the neighborhood eating candy and drinking beer.

Distribution of the new Wild Goose packaging will be primarily focused on specialty liquor stores and on-premise accounts in Maryland, Virginia, Delaware, Pennsylvania and Washington, D.C. Wild Goose is also sold at Camden Yards in the Maryland Craft Brewers beer stand. Wild Goose Brewery’s family of products include:
• India Pale Ale – new packaging to come out in August (available year-round)
• Oatmeal Stout – new packaging to come out in August (available year-round)
• Brown Lager – new style to be released in August (available year-round)
• Extra Pale Ale – new style to be released in August (available year-round)
• Pumpkin Patch Ale – seasonal (September through mid-November)
• Snow Goose Winter Ale – seasonal (November through February)
• Sampler 12-pack – includes a sampling of the year-round styles

Case Study