Scan the packaging in your supermarkets beer aisle, and you might get the impression that the beer industry is marketing to two completely different species. In one camp, youâ€™ve got the craft beer drinker, who likes oil paintings of Queen Anne and will dissertate on the nature of hops at the drop of a mildly ironic porkpie hat. In the other, youâ€™ve got the mass-market beer drinker, who like his beer wet. But Redhook, a 29-year-old, Seattle-based craft beer company with big ambitions, is hedging its bets that American beer consumers arenâ€™t so starkly divided, that somewhere out there, there exists a gray area, where the extreme beer snob meets the dude for whom the high life is of the Miller variety.
via To Lure A New Type Of Consumer, Redhook Beer Rebrands Itself | Co.Design.