The refresh is the most visual sign of its new CPG-oriented and data-driven approach to the brand, helping Two Roads stand out on shelves with a more modern look while retaining its iconic, fan-favorite crossed-arms logo oon every bottle, can and box.
Two Roads founder and CEO, Brad Hittle, acknowledges the original packaging helped establish the brand as a household name among discerning craft fans, the new design instills more consistency across all lines and products, enabling Two Roads to make a stronger, more unified statement on shelf.
"Our category is far more competitive than it was when Two Roads launched in 2012. Today, more than ever, craft brewers need to have branding that makes the selection process easier for the consumer: brands need to stand out, stand for something and have staying power," said Hittle. "We've always been about taking the road less traveled, and our revamped packaging keeps that feeling front and center while making it easier to find us, identify our sub-branding and styles, and appeal to a new generation of craft fans."
As part of its wider growth initiative, Two Roads is strengthening its leadership team, making a commitment to Road 2 Ruin – their Double IPA – as their flagship beer, introducing line extensions of top performing SKUs like Lil’ Heaven and Two Juicy, and bringing innovations that take the road-less-travelled head on, including Juicy Box, an industry-first 16 oz. variety six-pack of hazy IPAs.
Also as part of its wider growth initiative hired three experienced leaders. Brian Hollinger, previously vp-operations at Dogfish Head, was named general manager. Brian Corrie was brought on as VP of Sales and Brian Duprey as Senior Director of National Accounts, both of whom have decades of experience working for top beer brands. Two Roads' fortified marketing strategy – led by Collin Kennedy, who has more than a decade of experience in beer and broader CPG marketing – will help support their efforts.