Red Rover Craft Cider:
Red Rover launches new brand in celebration of Chinese deal
In New Brunswick’s capital city, tucked away off the Hanwell road, you’ll find Adam Clawson, the Co-Founder of Red Rover, sampling his latest craft creation, polishing a few taps and planning global cider domination.
Red Rover Cider – the first craft alcohol producer to brew cider in the province – recently announced its expansion into the Chinese market. The alcohol industry in China is overflowing, boasting $145 Billion USD in revenue in 2018, and a market growth rate of 10.1% from 2013 to 2018.
While the Chinese market may sound sweet to alcohol exporters, it’s a tough keg to tap. There are many factors that come into play when attempting to break into this market.
Clawson and the Red Rover Team knew that entering the Chinese market would be difficult, so they worked to stack the odds in their favor. Red Rover leveraged organizations like Opportunities New Brunswick to help establish pivotal relationships and us, The Ginger Agency, to recraft the Red Rover brand with a Chinese market in mind.
Naturally, we were more than happy to pull out all the stops on this branding project. It took every tasty drop of effort from our creative teams, a swig of bravery, market knowhow and an ambitious mindset to revamp the Red Rover brand for this expansion.
The Red Rover team had big plans and needed a new brand experience to match them. After all the design, strategic analysis, and brand positioning development, we’re happy to share the evolution of the Red Rover brand.
How do you like them apples?
We’ve crafted this New Brunswick brand into something that feels like it’s served exclusively at Gatsby’s parties. These designs pull from British, Atlantic Canadian and Chinese design influences. It’s a perfect reflection of Red Rover’s owners, Adam Clawson and Nicola Mason, two British expats who moved to Atlantic Canada and are now selling in China.
This rebrand was designed to serve the Chinese market while simultaneously staying true to the company’s roots. This rebrand was informed by extensive market research to give Red Rover the absolute best shot at new markets.
Needless to say, we’re thrilled with the results and before long, cider lovers will be popping bottles of Red Rover on both sides of the planet.
Check out the CBC article on the rebrand here.
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