# Introduction-Focused Beer Branding The Welcoming Committee by Upland Brewing Aims at New Customers By Jamie Danielle Munro | Published 2014-06-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-welcoming-committee References: [lovelypackage](http://lovelypackage.com/upland-brewing-welcoming-committee/) & [yandl](http://yandl.com/) The Welcoming Committee is a new branding initiative by [Upland Brewing](https://www.trendhunter.com/trends/craft-lagers) company that focuses on new customers to the beer. The beer pack comes with an [IPA and Wheat Ale](https://www.trendhunter.com/trends/book-ipa), 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](https://www.trendhunter.com/trends/dales-beer). 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. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 27% | Activity: 65% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Introduction-focused Beer Branding:** Branding initiatives that focus on introducing new customers to beer brands through variety packs and other innovative marketing strategies. - **Sampling Packs:** Sampling packs that introduce customers to multiple beer varieties in one purchase. - **Targeted Branding:** Branding specifically targeted towards new customers or those unfamiliar with a particular beer brand. ### Sectors Adopting This - **Craft Beer:** Craft beer industry that can use introduction-focused branding to attract new customers and compete in an increasingly crowded market. - **Alcoholic Beverages:** Alcoholic beverage industry that can use innovative sampling packs and targeted branding to introduce new customers to different brands and varieties. - **Marketing and Advertising:** Marketing and advertising industry that can develop branding initiatives targeted towards specific customer groups, like new beer drinkers, in order to generate increased sales and brand loyalty. ## Related on Trend Hunter - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Sessionable Beer Variety Packs](https://www.trendhunter.com/trends/beer-variety-packs.md) - [CPG Brand Beer Collaborations](https://www.trendhunter.com/trends/split-face.md) - [Artfully Designed Beer Packs](https://www.trendhunter.com/trends/range-of-beers.md) - [Diversified Beer Variety Packs](https://www.trendhunter.com/trends/beer-variety-pack.md) - [Midwest Kombucha Rebranding Initiatives](https://www.trendhunter.com/trends/island-city-kombucha.md)