Beer personified
They are eating themselves.
Gone are the days of installing a few fermenters in a warehouse and opening the garage doors to a pouring of enthusiastic zythophiles. The independent brewery scene has become overwhelmingly saturated in recent years — in Denver especially. Even before the pandemic, the year 2017 had the most brewery closings in over a decade. But of course add the COVID-19 shutdowns into the mix and it was really like being kicked while you’re down.
More folks are moving to the city and its surrounding suburbs, many from states that have little to no craft brewery culture. While the product is and will always be the center of the industry, more and more people want first-rate service, varied beverage offerings and a cool place to hangout with friends and family.
They are eating themselves.
Gone are the days of installing a few fermenters in a warehouse and opening the garage doors to a pouring of enthusiastic zythophiles. The independent brewery scene has become overwhelmingly saturated in recent years — in Denver especially. Even before the pandemic, the year 2017 had the most brewery closings in over a decade. But of course add the COVID-19 shutdowns into the mix and it was really like being kicked while you’re down.
More folks are moving to the city and its surrounding suburbs, many from states that have little to no craft brewery culture. While the product is and will always be the center of the industry, more and more people want first-rate service, varied beverage offerings and a cool place to hangout with friends and family.
The art of drinking and differentiation in an overly saturated market.
For years, Grist Brewing Company noticed a dip in overall revenue, until it became apparent they could not remain in business unless something was done fast. While they originally thought they had a product quality problem, in reality what they needed was a solution in vibe.
There has been a disconnect between the culture of independent microbreweries and the expected experience of the restaurant service industry. Grist is taking the best of both worlds and mixing it up. The brewery and its taprooms have recruited top-notch service personnel to work side-by-side with the “beer geeks” that embody the true culture of craft beer. Operations have been aligned, products and systems updated and new avenues being pursued, including food, revamped interior, programming, entertainment… and brand.
The art of drinking and differentiation in an overly saturated market.
For years, Grist Brewing Company noticed a dip in overall revenue, until it became apparent they could not remain in business unless something was done fast. While they originally thought they had a product quality problem, in reality what they needed was a solution in vibe.
There has been a disconnect between the culture of independent microbreweries and the expected experience of the restaurant service industry. Grist is taking the best of both worlds and mixing it up. The brewery and its taprooms have recruited top-notch service personnel to work side-by-side with the “beer geeks” that embody the true culture of craft beer. Operations have been aligned, products and systems updated and new avenues being pursued, including food, revamped interior, programming, entertainment… and brand.
We formed an in-house retail outlet for custom merchandise which created a new source of revenue and took the brand out in the world.
You don’t have to hangout with the cool kids to be a cool kid.
With revamped products, service and locations, Grist didn’t want to stop at being a cool spot to get a craft beer or delicious cocktail in the suburbs. The brand direction was given the most attention in order to stand out on a national stage and have room to grow to a franchise-level company. While not located in the most densely populated areas with the most varied (mainly younger) demographics, we helped Grist prove you don’t need to be located in the hip neighborhoods to get folks to check you out. Grist’s unique brand, company narrative, culture and destination locations have allowed them to serve a more diverse audience usually only accessed by the “hippest” of establishments.
You don’t have to hangout with the cool kids to be a cool kid.
With revamped products, service and locations, Grist didn’t want to stop at being a cool spot to get a craft beer or delicious cocktail in the suburbs. The brand direction was given the most attention in order to stand out on a national stage and have room to grow to a franchise-level company. While not located in the most densely populated areas with the most varied (mainly younger) demographics, we helped Grist prove you don’t need to be located in the hip neighborhoods to get folks to check you out. Grist’s unique brand, company narrative, culture and destination locations have allowed them to serve a more diverse audience usually only accessed by the “hippest” of establishments.
From packaging and interiors to social media programs, compelling content and imaginative visuals told their company story that complimented the beer.
In pursuit of the fantastic
Immersive atmosphere, artisan beer and spirits.
RARE by Grist is an immersive bar concept owned and operated by Grist Brewing Company and located in Lone Tree, Colorado. The craft beer and cocktail bar is a 4,500 square foot, 360 degree experience of Victorian-era steampunk, gothic and fantastical interiors with over 99 handcrafted adult libations that you’d just need to see (or drink?) to believe.
The inspiration behind the concept was twofold: On the business side, Grist Brewing Company had the resources (RARE is one of four locations, all located in the Denver metro-area) and knew they needed to be unique – but not just for uniqueness’ sake. We first defined the local demographic and re-named the location (at the time it was called Grist Lab) in order to differentiate it from Grist’s other holdings and to offer us a launchpad for the premium and unprecedented brand.
RARE would turn into a destination spot, drawing customers (and press) from the surrounding cities and would eventually become a word-of-mouth ma-chine (see the success of Meow Wolf). This was to be achieved by creating a wall-to-wall event exhibiting a cast of original dramatic personas and stories as well as interlacing beloved literary characters and tropes from our own world that would become a visual feast for customers. RARE was also to be-come the vehicle for the company’s immersive drinking experience, inter-twining the transformative taproom and bar environment with mixology drinks and incorporating in-house cocktail recipes and avant-garde, experimental brews crafted just a town over at Grist’s production brewery. RARE invites its guests to literally “drink the story” as their product incorporates into an ongoing tale of mythological proportions seen inside.
Immersive atmosphere, artisan beer and spirits.
RARE by Grist is an immersive bar concept owned and operated by Grist Brewing Company and located in Lone Tree, Colorado. The craft beer and cocktail bar is a 4,500 square foot, 360 degree experience of Victorian-era steampunk, gothic and fantastical interiors with over 99 handcrafted adult libations that you’d just need to see (or drink?) to believe.
The inspiration behind the concept was twofold: On the business side, Grist Brewing Company had the resources (RARE is one of four locations, all located in the Denver metro-area) and knew they needed to be unique – but not just for uniqueness’ sake. We first defined the local demographic and re-named the location (at the time it was called Grist Lab) in order to differentiate it from Grist’s other holdings and to offer us a launchpad for the premium and unprecedented brand.
RARE would turn into a destination spot, drawing customers (and press) from the surrounding cities and would eventually become a word-of-mouth ma-chine (see the success of Meow Wolf). This was to be achieved by creating a wall-to-wall event exhibiting a cast of original dramatic personas and stories as well as interlacing beloved literary characters and tropes from our own world that would become a visual feast for customers. RARE was also to be-come the vehicle for the company’s immersive drinking experience, inter-twining the transformative taproom and bar environment with mixology drinks and incorporating in-house cocktail recipes and avant-garde, experimental brews crafted just a town over at Grist’s production brewery. RARE invites its guests to literally “drink the story” as their product incorporates into an ongoing tale of mythological proportions seen inside.
We renamed each location and created an extraordinary cast of characters for a never-ending narrative the company could use to promote future products and continuously beguile new guests and regulars alike.
Toto, I have a feeling we’re not in Colorado anymore.
But as fantastic as the aesthetics are, it’s not the only draw. In a market of options, where every bar, brewery and cocktail lounge are all vying for adulation amongst a population with plenty of choices, we realized the product and service offering also needed to step it up in order to stand out. We worked closely with the brewers, mixologists and upper management to create unique and crafted products and programs that carried the dense and be-witching brand beyond the interiors and visual folklore. The art and even three-dimensional fixtures were designed to immerse customers in a booze-fueled realm as well as to become a point of sales display system promoting the meticulously crafted beer and libations. Even magic needs to be built to be sustainable.
Toto, I have a feeling we’re not in Colorado anymore.
But as fantastic as the aesthetics are, it’s not the only draw. In a market of options, where every bar, brewery and cocktail lounge are all vying for adulation amongst a population with plenty of choices, we realized the product and service offering also needed to step it up in order to stand out. We worked closely with the brewers, mixologists and upper management to create unique and crafted products and programs that carried the dense and be-witching brand beyond the interiors and visual folklore. The art and even three-dimensional fixtures were designed to immerse customers in a booze-fueled realm as well as to become a point of sales display system promoting the meticulously crafted beer and libations. Even magic needs to be built to be sustainable.
A sense of timelessness and wonder captured all the senses with curated music playlists, art on every wall, windows tinted in motley colors, smells of smoked old-fashioned cocktails and sweet herbs and clocks displayed throughout the restaurant that all failed to tell accurate time.
How to survive a pandemic by way of hocus pocus.
RARE by Grist debuted mere weeks before the outbreak of Covid 19 in early 2020. The federal government’s strict mandatory lockdowns all but crippled the bar and restaurant industry countrywide; so places needed to get creative with their limited ability to stay in business and make money. We created a series of ads for social media as well as print campaigns in local publications and large format art framed and displayed outside the location, easily seen from the nearby highway exit. The purpose wasn’t solely to generate to-go alcohol sales from the establishment (which did happen) but also to generate curiosity for the business using highly conceptual, wacky and even humorous art advertisements. When the mandates inevitably lifted, RARE would be ready. The campaign ginned up enough interest for the wholly new and completely unique bar concept and RARE quickly doubled its revenue from the pre-Covid days.
How to survive a pandemic by way of hocus pocus.
RARE by Grist debuted mere weeks before the outbreak of Covid 19 in early 2020. The federal government’s strict mandatory lockdowns all but crippled the bar and restaurant industry countrywide; so places needed to get creative with their limited ability to stay in business and make money. We created a series of ads for social media as well as print campaigns in local publications and large format art framed and displayed outside the location, easily seen from the nearby highway exit. The purpose wasn’t solely to generate to-go alcohol sales from the establishment (which did happen) but also to generate curiosity for the business using highly conceptual, wacky and even humorous art advertisements. When the mandates inevitably lifted, RARE would be ready. The campaign ginned up enough interest for the wholly new and completely unique bar concept and RARE quickly doubled its revenue from the pre-Covid days.
