Brand Tone

Passionate & Artisanal, Expert & Sophisticated, Community-Focused & Welcoming, Innovative & Experimental, Slightly Exclusive but Evolving

Brand Values

• •Quality & Craftsmanship
• •Patience & Experimentation
• •Community & Sharing
• •Authenticity & Passion
• •Integration of Food & Beer
• •Sustainability

Best Practices

• •Emphasize Craftsmanship and Patience: Always highlight the dedication, time, and meticulous processes involved in creating Side Project beers. Use words like "artistry," "handcrafted," "meticulously aged," and "patiently developed."
• •Educate with Sophistication (but keep it accessible): Share details about unique ingredients, barrel types, and flavor notes in a way that showcases expertise without alienating those less familiar with craft beer intricacies. Avoid overly technical jargon unless contextually appropriate (e.g., for a very niche audience).
• •Maintain a Focus on "Sharing" and Community: Even when talking about highly-rated or rare beers, frame the experience around sharing with others. Highlight the welcoming atmosphere of their locations and community events.
• •Showcase Innovation with Purpose: When discussing new or experimental brews, explain the "why" behind them – the inspiration or the desired outcome, connecting it back to their passion for pushing boundaries in flavor.
• •Balance Exclusivity with Inclusivity: Acknowledge the special nature of some releases while also promoting ways for a broader audience to experience the brand, whether through more accessible beers, food offerings, or inviting taproom experiences. Ensure visual branding (labels, online presence) remains elegant and high-quality, reflecting the premium nature of the product.

Social Perception

Highly Respected & Acclaimed, Destination Brewery, Premium & Potentially Niche, Knowledgeable & Friendly Staff, Evolving Accessibility, Community Contributor

Copy Examples

• •Headline: Patience Rewarded. Perfection Poured. Body: At Side Project, time is our most cherished ingredient. Discover the depth of flavor that only meticulous barrel-aging and passionate experimentation can unveil. #SideProjectBrewing #BarrelAged #CraftBeerExcellence
• •Headline: More Than Beer. It's a Shared Moment. Body: We craft world-class beers designed for connection. Gather your friends, open a Side Project, and savor the artistry in every shared sip. Visit our Maplewood locations for an unforgettable experience. #WorldClassBeerForSharing #CommunityCrafted #StLouisBeer
• •Headline: The Art of the Unconventional. Body: We don't just brew; we explore. From rustic Saisons to innovative spirit barrel-aged Stouts, each bottle is a testament to our relentless pursuit of unique, complex flavors. Taste the Side Project difference. #InnovationInBrewing #WildAles #BarrelAgedStout
• •Headline: Rooted in Missouri. Savored by the World. Body: Our commitment to quality starts with locally-inspired brewing and extends to every carefully aged barrel. Experience the passion project that put St. Louis on the global craft beer map. #MissouriRoots #GlobalAcclaim #SideProjectStory
• •Headline: Beyond the Barrel: An Evolving Experience. Body: From our acclaimed Cellar to the upcoming Side Project Pizza, we're crafting more than just exceptional beer. We're building a community around memorable food and drink. Join us on the journey. #SideProjectEats #CraftBeerAndFood #MaplewoodMO