RBN…We give a XXXX about branding

Welcome to Radio Brews News. This is a slightly shorter podcast with one interview, this time with Jack Mesley, Marketing Manager with XXXX. While for many breweries changing their label may not have huge repercussions, when you have a beer that makes some claims to be Australia’s biggest beer…at least in terms of volume sales, the move can be fraught. XXXX last week announced it was rebranding and, being fascinated by beer marketing, I wanted to find out about what’s involved and the considerations for a brand as big as XXXX. As you’ll see, with beer being a conversation interviews don’t run to a script and so we ended up talking very widely about the XXXX brand, including whether the beer in the bottle is the same today as it was when Wilhelm Leitner created it 90 years ago. It should be stressed that while there was discussion about how the beer has evolved over the last few decades, XXXX is adamant that only the labels have changed under the current refresh. You can find and download a PDF of the transcript here. More information about the brand refresh can be seen in the media release below. Got some thoughts on this episode? You can post them in the comments section down below, onour Facebook page, or email us. If you like the show rate us on iTunes and help others find us. Finally, if you are reading this in our daily email digest, you can hear the episode here. Media Release Past meets present as new-look XXXX hits market