To diverge from the notion of being a “Boomer Beer,” Grans Beer worked with Chad Drake and Kjetil Devig to create packaging that connects with a younger demographic. The extraterrestrial-inspired illustrations paired with irreverent copy stating, “brewed at the brewery,” this beer reinvented itself simply by revitalizing the packaging design. This Boomer Beer is now Zoomer Beer; you heard it here first.

Grans beer had lost its share of the youth market. It had become an “Old mans beer” (“Boomer beer”) according to sales. As a brand it was also burdened with low market knowledge and negative associations with being a “cheap” product. Grans looked a lot like the rest of the category and competitors, and relied on price as their main competitive advantage (to the detriment of building it’s own brand).