JW. Dundee’s line of beers was suffering from an image problem. They were craft beers hiding behind labels, packaging, and positioning that convinced just about everyone that they were something less.
The breakthrough came because we understood that their beer shouldn’t define craft beer drinkers, it should reflect them. We rebranded the line as Dundee Ales & Lagers and repositioned them in the minds of consumers and on the beer shelf as the craft beers they’ve always been.
— Martino Flynn