JDO

Britain's oldest brewery took the decision to redesign their Whitstable Bay brand, which had been launched in 2003 and was in need of development. Key aims were to retain the premium nature of the brand whilst moving it to a more contemporary positioning to increase volume growth which had been falling, and to recruit younger drinkers in their 20’s, 30’s and 40’s.

Shepherd Neame wanted to tap into authentic British history during their Glorious 2012 campaign for their flagship ale brand, Spitfire. They wanted to encourage gifting and collectability, to recruit younger drinkers from ages 20-50 and increase volume growth of the brand by at least 15%. Shepherd Neame wanted to create a legacy for the brand.

With a market in decline and a limited budget, the new management team at the Nethergate Brewery were hard-pressed to give their signature ales some much-needed market visibility. JDO were given the task of expanding the Growler portfolio into new areas of the market.