The Welcoming Committee is a new branding initiative by Upland Brewing company that focuses on new customers to the beer. The beer pack comes with an IPA and Wheat Ale, as well as "at least two other varieties of whatever the guys boxing it up were in the mood for," as stated on the package.
This is a great branding idea to start new customers onto one's beer, since it provides them with a taster of multiple kinds. Moreover, the fact that it's actually branded specifically for people who are new to Upland Brewing is clever, as there are many people moving through a store willing to try new things, but just not sure which brand to try for the first time.
Introduction-Focused Beer Branding
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City-Specific Beer Branding
Authentic Beer Branding
Newspaper Beer Branding
Sulky Beer Branding
God-Inspired Beer Branding