![]() “Oscar Wong is a Chinese guy who was born and raised in Jamaica and majored in civil engineering at Notre Dame. By taking time with research and development, the brewery produced a beer that was a hit with customers right out of the gate. ![]() While common all over the United States, it was something the brewery hadn’t done before. The first beer was introduced in 2015, a West Coast IPA, and it was the first change to the brewery’s year-round lineup in a decade. We wanted to be a beer-led company, so the natural move for us was to start with the beer and follow with a logo and then packaging and then the story to come after.” ![]() “It couldn’t be just about updating our logo or packaging. “If we were going to update the brand, we needed to start with the beer,” says Molly McQuillan, the brewery’s marketing director. It involved years of thought, planning, execution, “and a lot of money,” says Ashburn.Īt its start, the brewery had adopted a Scottish theme-a bagpiper perched on a high ridge, and many of the beers it turned out were the kind you saw in the early days of American craft beer: a red ale, a stout, and others like them. The path to Highland’s “refresh” of its look, its beers, and the way it communicated its ethos to customers was not a quick one. There was a lot of excitement about who we could become, and we couldn’t become that if we looked and felt the same as we did in 1994.” “The company had changed people had changed. Some were gentle nudges from industry friends, such as ‘Have you thought about refreshing?’ And then there were the more important pieces, the internal conversations we were having,” says brewery President Leah Wong Ashburn. “We were getting different streams of input. realized that even though things were still going okay, maybe it was time to see if they could do something new and better. After a quarter century, after pioneering a beer area that is now known around the globe, and after introducing a region to new styles and recipes, the folks at Highland Brewing Co. ![]()
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