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Tying beer names to historic terms/names

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  • Tying beer names to historic terms/names

    I'm considering one day starting a microbrewery in a historic city in New Jersey that's on its way to making a full blown comeback. In addition to purposely locating the brewery in a historic factory building, I was thinking of beer names. My first instinct was to count on the fact that the people I would market to in the immediate city/suburbs would be familiar and have roots within the city, so they would recognize the names and want to try the beer partially based on that. Of course then I guess I'm also staking my beer with the city actually coming back. Is it unwise to name a beer in this way?

  • #2
    It depends. Do you intend to stay local? Then it might work to drive brand loyalty.

    But keep in mind that a mere 10 miles away, not many people really care or know about Junky Hollows, The Battle of Turdstock, Weepy River, or Potato Junction.

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    • #3
      And what happens when your brewery is so successful and you move to bigger digs... in the next city over, or to a street different from the one you named your brewery after...I've seen them both and it looks a bit goofy.

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      • #4
        It could work if you're careful

        As others have said, I'd be wary of getting too place-specific with your naming in case things change for you geographically down the road.

        That said, if it's done right, it could actually be a very nice positioning angle even if you do grow beyond your current borders. In order for it to translate beyond your local community, you'd need to create a very strong, cohesive overall brand. That means being careful about your brewery name, choosing translatable beer names (so the general public could get both a small-town/historic feel without feeling excluded), and creating a consistent look and feel to your labels.

        I should also disclose that I'm not a brewer (I run a communications studio and I do beverage consulting).

        —Jess

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