May 7, 2013 at 9:37 AM

Branding a Regional Beer

Strategic Tuesday/Positioning

By James Glover

Once a Day Marketing

James Glover, That Branding Guy, provides the inspiration and ideas for you to build more mindshare and capture marketshare with your customers in his Once a Day Marketing blog. Tune in often to his short, entertaining and practical marketing and branding tips and watch your organization become more successful and profitable.


Listen to our featured Ask Those Branding Guys radio show podcast: Branding Santa Fe Brewing Company

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing what it takes to build the brand of a regional brewing company.

On our radio show Ask Those Branding Guys, we interviewed Brian Lock, owner of Santa Fe Brewing Company, a craft beer manufacturer based in Santa Fe, New Mexico. Santa Fe Brewing is famous for its Santa Fe Pale Ale but also is a product leader with the introduction of new beers ever year including its State Pen Porter and Kickin' Chickin' products.

Lock discusses the strategy he uses to build his brand. He explains that the consistent quality of his beer is critical to the success of his brand and also compelling marketing and messaging. He also talks about defending market share with product innovation such as using the latest technology in aluminum cans to protect the taste and life of his beer.

Co-host Dave Hayduk calls in from the Governors Tourism Conference and discusses what New Mexico is doing to market its New Mexico "True" brand and compete against neighboring states such as Utah, Colorado and Texas. Guest host Vera Hayduk and Glover discuss how radio is still a powerful channel to market your brand.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at You may also contact James Glover at (505) 501-1330 or email You can listen to Ask Those Branding Guys every Monday at noon (MDT) as it streams live on KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.