Just came across Bonehead (Ooops!) BONEYARD Brewery. Did a little research on this brewery and found some interesting info. There is NOTHING bonehead about this brewery! Tony Lawrence owner of Boneyard is a Jack-of-all-Trade in the brewing world. He started brewing for Deschutes in 1988 and then Started a Brewery equipment (whole or parts or both?) company. He's been around the Beer BIZ for quite some time and appears to have a firm grip on the beer biz. Tony understands the business of selling, branding, brewing and production. A level headed smart business approach to opening and running a brewery. Tony's a guy who knows the beer business and is trying to make calculated educated decisions for his new brewery. Gee.... Isn't that refreshing! He's far more equipped than a home brewer or some beer putz with a pipe dream of opening a brewery. He has a business plan!
If we have learned nothing else about the business world (and some people haven't learned anything); Great Marketing and advertising is key to selling a product. Pick a Branding theme, logo, mental image and run with it....intelligently! Obviously, Tony is not an idiot! He must have looked around the NW brewing world and looked at his competition. What did he see? Trees, Rivers, Mountains, animals and poor visually themed brewery. Amnesia, Vertigo, Breakside, Coalition, Burnside.... what mental images do these names paint? Does it make you think about beer? Food? Vertigo = Nauseating; Amnesia = Something you forgot; Breakside = Nothing; Coalition = Treaty with cowboys and Indians?; Burnside = A grungy street in Portland with Homeless sleeping on the sidewalk. Branding.... Placing an image in the consumers head.
So... Boneyard! Cemetery?! How is that a pretty mental image? It's not.... But let's look at the structure of this branding landscape; Motorcycles, Gearheads, Bikers, Dark, rough, gritty.... and little dangerous. The brewery is in a big industrial garage. You can visualize a razor tooth Doberman pincher guarding the gates of auto graveyard with an old rusted and creaking garage that holds mismatched parts. The kids are afraid that place! Match that with the fact that brewery was built with equipment found in other breweries Boneyard. Old used equipment that has been resurrected from the grave. Dark images, but it evokes an emotion and feeling. I can heard Black Sabbath in the background or heart stopping gearhead metal speed rock.
The beer? Well.. Hell.... this guys has all the whole theme in place, right down to the website... the Beer names and labels. Tony has his shit together! How's the beer taste? Hell.... I don't care! He's sold me before the beer touches my lips! (Not really, but he's done a great job marketing it all). The Doc could complain that the beer list is basically a juiced up version of the standard ale taplist, but I'll go beyond that.... The beer is better than average for a startup brewery. Solidly brewed beers and some with complex edge. Roll it all together and it should be recipe for success. This will be a brewery to watch....
If we have learned nothing else about the business world (and some people haven't learned anything); Great Marketing and advertising is key to selling a product. Pick a Branding theme, logo, mental image and run with it....intelligently! Obviously, Tony is not an idiot! He must have looked around the NW brewing world and looked at his competition. What did he see? Trees, Rivers, Mountains, animals and poor visually themed brewery. Amnesia, Vertigo, Breakside, Coalition, Burnside.... what mental images do these names paint? Does it make you think about beer? Food? Vertigo = Nauseating; Amnesia = Something you forgot; Breakside = Nothing; Coalition = Treaty with cowboys and Indians?; Burnside = A grungy street in Portland with Homeless sleeping on the sidewalk. Branding.... Placing an image in the consumers head.
So... Boneyard! Cemetery?! How is that a pretty mental image? It's not.... But let's look at the structure of this branding landscape; Motorcycles, Gearheads, Bikers, Dark, rough, gritty.... and little dangerous. The brewery is in a big industrial garage. You can visualize a razor tooth Doberman pincher guarding the gates of auto graveyard with an old rusted and creaking garage that holds mismatched parts. The kids are afraid that place! Match that with the fact that brewery was built with equipment found in other breweries Boneyard. Old used equipment that has been resurrected from the grave. Dark images, but it evokes an emotion and feeling. I can heard Black Sabbath in the background or heart stopping gearhead metal speed rock.
The beer? Well.. Hell.... this guys has all the whole theme in place, right down to the website... the Beer names and labels. Tony has his shit together! How's the beer taste? Hell.... I don't care! He's sold me before the beer touches my lips! (Not really, but he's done a great job marketing it all). The Doc could complain that the beer list is basically a juiced up version of the standard ale taplist, but I'll go beyond that.... The beer is better than average for a startup brewery. Solidly brewed beers and some with complex edge. Roll it all together and it should be recipe for success. This will be a brewery to watch....
Boneyard Beer Commercial Short for Bend Ale Trail iPhone ap. from Jesus Crust on Vimeo.
5 comments:
Completely agree what Tony has said, Branding And Advertising are very important to a products success.
@Beer Brewer.
Noticed your link goes to Bison Brewing. I remember it fondly, back during the original ownership it was a fun place to hang out with some ever changing beers. Don't remember the original brewers name, but he had some inspired beer concepts. I personally enjoyed and replicated his TOMB ale many times. Still have never seen a brewery produce this kind of beer. Outside of the envelope and light years ahead of his time? ;-}
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