Branding checkup: Mendocino Brewing goes after new demographic

Mendocino Brewing

How do you vie for the highly sought after attention of the millennial demographic without forsaking your loyal, long-time consumer base?

That question served as the driving force behind Mendocino Brewing Co.’s branding overhaul, just the second such makeover the company has undergone in its 31 years of brewing.

Citing stagnant growth over much of the past 17 years, Keith Tabayoyon, the Mendocino, Calif.-based brewery’s west coast general sales manager, said that in order to appeal today’s consumers, the company needed to preserve elements of what makes the brand recognizable — the red tail hawk — while also livening up the historic imagery to better catch the scanning eye of a curious drinker…

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