Why one beer brand overhauled its identity just months after launching

Finding an untapped opportunity in a market is the dream for all businesses, whether they are a global corporate entity or a fledgling startup. But no matter how unique the idea and how good the product, if the brand’s identity doesn’t match its core ambition or tell consumers a clear and compelling story it will struggle to grow.
This was a valuable lesson for the founders of Jubel, a flavoured beer brand that is looking to “bridge the gap” between lager and flavoured c