Brooklyn Brewery, in collaboration with Carlsberg Group, approached Barfly to co-write their brand manual which would play a key role in the brand’s expansion around the world in to new markets.
The brand already had a strong voice and fantastic wealth of content in its native US and a few other established markets in Western Europe. Brooklyn beer draws deeply on its provenance within its architecture and positioning to great effect. Communicating this essence to new markets with a strong call to action to implement an ambitious expansion strategy was an integral part of the brief.
It was important for the manual to not stifle creativity, but also encourage local marketing efforts to stay within brand guardrails. The manual went in to circulation this year and Brooklyn beer goes from strength to strength as one of the few truly international craft brands within the Carlsberg Group stable.