---
title: Portfolio - Craft Beer Brand and Launch Strategy
description: Explore our go-to-market and brand positioning strategy for a craft beer product launch. Drive market penetration with Tet Strategies.
---

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## Product Development, Packaging Design & Integrated Marketing

## Product Development, Packaging Design & Integrated Marketing

### **Case Study**

## Craft Beer Company

*From Concept to Taproom: Crafting and Launching *El Chingon del Diablo* for a Calgary Brewing Co. *

**Context:**  A local, independent craft brewery located in Calgary, known for creating adventurous beer lineups celebrating active lifestyles and unique flavor profiles. 

### THE CHALLENGE

- **Product Innovation:** Develop an innovative, high-impact seasonal specialty beer (*Spiced Imperial Stout*) that breaks standard flavor boundaries using traditional Mexican chiles.
- **Brand Identity & Packaging:** Design a compelling can label and visual asset suite that balances the company's core aesthetic with a distinct narrative (*"The Devil's Best Brew"*).
- **Go-To-Market Execution:** Plan a cost-effective Integrated Marketing Communications (IMC) campaign spanning social media, digital video ads, public relations, and local distribution channels.

![OT - poster](https://www.tetstrategies.ca/hs-fs/hubfs/OT%20-%20poster.png?width=450&height=683&name=OT%20-%20poster.png)

## Gallery

![Solis Julio - Beer Can Label](https://www.tetstrategies.ca/hubfs/Solis%20Julio%20-%20Beer%20Can%20Label.jpg)

#### Mock-Up of Can Label & Product Packaging

![OT - IG contest b](https://www.tetstrategies.ca/hs-fs/hubfs/OT%20-%20IG%20contest%20b.png?width=1470&height=1983&name=OT%20-%20IG%20contest%20b.png)

#### Digital Campaign & Social Media Teasers

![OT - webpage placement b](https://www.tetstrategies.ca/hs-fs/hubfs/OT%20-%20webpage%20placement%20b.png?width=1481&height=1998&name=OT%20-%20webpage%20placement%20b.png)

#### Product Placement

### Product Conception & Packaging Design

- **The Brew:** Engineered a bold 11.4% ABV Imperial Stout infused with roasted malt barley, cocoa nibs, cinnamon, honey, and a curated blend of dried chiles (*Ancho, Guajillo, and Chipotle*) for a rich, smoky heat.
- **Visual Storytelling:** Developed an evocative brand backstory centered around an adventurer meeting a mysterious bartender in Mexico, tying directly into a striking, vintage-style can label featuring a skull in a sombrero. 

### Multi-Channel Marketing Campaign

- **Digital & Video Promotion:** Created a custom promotional video and targeted YouTube/Instagram ad campaigns designed around the "hell and devil" mystery theme.
- **Distribution & PR Support:** Coordinated direct-to-distributor sales sheets, local culinary magazine features, and weekend in-store tasting samplings across Calgary.

### The Strategic Takeaway

- **The Impact:** Delivered a complete, turnkey product launch strategy that successfully integrated recipe formulation, packaging design, and a budget-conscious digital marketing roadmap.
- **Client Value:** Proves your ability to handle end-to-end product marketing—from creative branding and storytelling to distribution logistics and promotional execution.

 

#### Ready to bring your next product to market with a bang?

[Let's talk about your project](https://www.tetstrategies.ca/contact-us)

---

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