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Increasing craft beer competition prompts Elevator Brewing Co. to beef up branding

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Increasing craft beer competition prompts Elevator Brewing Co. to beef up branding

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Increasing craft beer competition prompts Elevator Brewing Co. to beef up branding

Enlarge Photo 2015 is about finding new ways for the Elevator brand to stand out, its owner says. A new name for one of its signature beers isn’t the only change in works for Elevator Brewing Co.

The long-time Columbus brewer has brought broader changes to its overall branding in a bid to raise its 16-year-old profile.

"When we started, we decided to brand the product, but not the house because no one knew who we were," owner Dick Stevens told me. "Now we’re branding the house."

Six-packs and bottles have been redesigned to make the Elevator logo more prominent.

Stevens said that with the increasing craft beer competition – including more than 100 brewers in the state now, with 20 or so of those in Central Ohio and bigger regional and national players selling in the state – 2015 is about finding new ways for his brand to stand out.

The new packaging is part of that. He said the company also is going to be more active on social media and host more events through the year.Elevator isn’t alone to feel the pressure of new competition. Smokehouse Brewing Co., which is a year older than Elevator, tapped a new head brewer and […]

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