Two Roads Brewing Co. Takes CPG Mindset to Fuel Next Decade of Growth, Marked by Portfolio-Wide Packaging Refresh and Bespoke Approach to Innovation

True to its name, Two Roads Brewing Co. became Connecticut’s biggest craft brewer by taking its own, less-traveled path, always focused on delighting its fans while never resting on its laurels. That same ethos holds today, as the brewer embarks on its second decade with a more honed-in strategic approach to its business, its overall look, its brands, and its award-winning innovation.

The most visible evidence, unveiled today, comes in Two Roads’ first-ever, portfolio-wide packaging refresh – one that speaks to a more consumer packaged goods (CPG)-oriented approach to the brewer’s brand, shelf presence and marketing support. Retaining its iconic, fan-favorite crossed-arms logo, every Two Roads can, bottle and box now showcases a stronger master-brand architecture, greater emphasis on its sub-brands and styles, and a more modernly clean approach to design. While Two Roads’ original packaging helped establish the brand as a household name among discerning craft fans, the new design instills more consistency across all lines and products, enabling Two Roads to make a stronger, more unified statement on shelf.

Two years in the making, the refresh resulted from extensive internal and external research, including direct feedback from retailers and distributors and a series of consumer surveys, panels and focus groups.

“Our category is far more competitive than it was when Two Roads launched in 2012. Today, more than ever, craft brewers need to have branding that makes the selection process easier for the consumer: brands need to stand out, stand for something and have staying power,” said Brad Hittle, co-founder and CEO of Two Roads Brewing Co. “We’ve always been about taking the road less traveled, and our revamped packaging keeps that feeling front and center while making it easier to find us, identify our sub-branding and styles, and appeal to a new generation of craft fans.”

New Investments in Talent; Focus on Top Sub-Brands
The brewery’s evolution to a CPG mindset has it relying more on data to drive its business, marketing, and sales strategies. The shift resulted from the work of an internal task force formed during the pandemic charged with strengthening the company’s overall position and its leadership team with standout veteran beer and CPG executives.

General Manager Brian Hollinger, previously VP Operations at Dogfish Head, was hired to transition the company’s operations from “home grown” to “world class”, while on the commercial side, Brian Corrie was brought on as VP of Sales and Brian Duprey as Senior Director of National Accounts, both of whom have decades of experience working for top beer brands. Two Roads’ fortified marketing strategy – led by Collin Kennedy, who has more than a decade of experience in beer and broader CPG marketing – will help support their efforts.

“Juicy Box took a total team effort and has been a huge hit; we are barely keeping up with demand. Consumers love the name and the product—a one-two punch for success,” Hittle continued.

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