We began with an engaging, in-person, full-day work session with HATUEY’s key players to explore the potential for the beer’s new face to today’s beer drinker. We took those inputs and created a story that spoke equally to the brand’s deep roots in Cuban history, and its bona fides as a true craft brew. Few beers can boast a legacy like HATUEY’s, while also offering the quality and taste that pleases the palate of today’s refined craft beer drinker.
We created new brand foundation elements, brand voice, and messaging, along with copy for the beer’s many communication touchpoints. We even crafted press releases and staged many events across South Florida, featuring Cuban music, chicharrones, and free, ice-cold HATUEY. All of which now surround their audience in the rich history of the beer, its role as an ambassador for Cuban culture, and its uniquely engaging brand promise: “Welcome To Our Family.”