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?
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Tying beer names to historic terms/names
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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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