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SUMMIT BREWING

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The Scope

Summit Brewing enlisted Agency Squid to revitalize its brand and drive new growth in the competitive craft beer market. From strategic brand repositioning to new product launches, refreshed creative campaigns, and digital-first storytelling, Agency Squid led efforts to strengthen Summit’s legacy while connecting with a new generation of beer drinkers. The goal was to reinvigorate brand relevance, expand Summit’s reach, and position the brewery for long-term success in an evolving craft landscape.

  • Roles

    Research & Segmentation

    Consumer Persona Development

    Discovery & Strategy

    Naming

    Branding

    Packaging | Concept & Design

    Creative Direction

    Production

  • Deliverables

    Marketing & Brand Strategy

    Branding & Art Direction

    Copywriting & Brand Voice

    Videography & Photography

    Website Design & Development

    Social Media Strategy

    Integrated Brand Campagin

    Shopper Marketing

  • Client

    Summit Brewing

  • Company Type

    B2C / B2B

    Adult Beverage

    Craft Beer

    N/A Beer

  • A large billboard on a city building reads, "For us Minnesotans, If ya know ya know, Summit Brewing Co. You're one of us."
  • Billboard with "Summit Brewing Company" text, featuring images of people and activities within the letters. Background shows a city street.
  • A person shoveling snow on a sidewalk, holding a beer can. The text reads "NICE DAY, EH?" on a smartphone screen displaying an Instagram post.
  • Man holding a fish with the text "IT COULD BE WORSE" on a phone screen displaying an Instagram post.

Alongside Summit Brewing's core offerings, we introduced a new Lager & Light Lager stuck firmly in simpler times.

  • Two men fishing in a boat on a lake, surrounded by trees, with text "Beer of the North" and images of Summit Light and Lager cans.
  • A man drinks with text overlay: "It's nothing fancy but it's what feels right." Below, a can of Summit Lager and "Beer of the North" are shown.
  • A person diving into water with a Summit Light Lager can in the foreground. Text reads, "We Needed THIS" and "Beer of the North."
  • Two people ice fishing on a frozen lake with snow-covered trees in the background. Text reads "Keep 'er Cold - Beer of the North."
  • A couple in vintage clothing stands on a dock overlooking a lake, with a log cabin in the background. Text reads, "We Needed THIS."
  • Five vintage-style coasters with "Summit" logo, featuring outdoor and winter scenes, and the text "Beer of the North."
  • Two people sit in lawn chairs under a garage roof, holding drinks, watching rain fall on a driveway with a parked car. Text reads, "We Needed This."
Squid

The only MN craft brewer to grow in 2025.

RESULTS

  • Craft Brewery Sees Growth

    While the newest campaigns are still rolling out, Summit Brewing is one of the few craft brewers in MN to see production growth in 2024 going into 2025. The launch of their new Lager and Light Lager hit the shelves in 2025 and continues to deepend their relationships with retailers and on-premise accounts in the Midwest.

  • A couple relaxes by a lake, holding beer cans. Text reads, "It's Nothing Fancy, But it's what feels right." Summit Brewing Co. products shown.
  • Retro-style ad featuring a man in nature holding a beer. Text: "It's Nothing Fancy, But it's what feels right." Summit Brewing Co. products shown.
  • A group of people enjoying drinks outdoors with turkeys nearby. Text reads, "It's Nothing Fancy But it's what feels right." Summit Brewing Co. logo.
  • Two people swimming in a lake, watched by two others on a blanket. Text reads "We Needed This." Summit beer cans shown on the side.
  • Two people in plaid chairs enjoy beer in the rain. Text: "We Needed This." Summit Brewing Co. ad with beer cans displayed.

Other Case Studies

Let’s Start a Conversation

Email

Phone

(612) 799-6620

Office

2521 27th Ave S Minneapolis MN 55406