Stoke beer is brewed in Nelson by Kiwi craft beer pioneers, The McCashin family. With craft beer all the rage, we helped them reaffirm their place as industry leaders and created new packaging for their range of Stoke beers.
To get it right, we first identified where they sat in the market. Stoke is neither an everyday value-priced beer nor a pricey ultra-niche beer, so this was the category gap we sought to fill. Drawing inspiration from their history of Kiwi ingenuity, a respect for brewing practices handed down generations and fine ingredients, we designed and produced packaging that perfectly communicates the Stoke story and its mid-premium price point.
With new packaging came tactical marketing support. We told their story by creating video content for their website, designed umbrellas and bar mats for use at the point of sale, and as a prominent local business in Nelson, put them at the forefront of travellers’ minds with a fun moving visual on the airport doors.
Stoke could easily have faded in amongst the masses. Instead, sales increased by 600% in Australia.