Through strategic consultations, we uncovered that Fort Garry’s greatest strength was its extensive retail presence, which gave it a distribution advantage over smaller craft breweries. Instead of targeting niche beer enthusiasts, we focused on mainstream craft drinkers—consumers who enjoyed variety but returned to their favorite brands. Success didn’t mean being their only choice but securing a consistent place in their rotation.
Our strategy centered on reclaiming Fort Garry’s pioneering status through a bold new narrative: "Living the Legend." This positioned the brewery not as a relic of the past but as the living embodiment of Manitoba’s brewing heritage. The new brand direction celebrated Fort Garry’s longevity, consistency, and deep community roots, transforming these qualities from perceived weaknesses into strengths.
The revitalization spanned multiple touchpoints. A compelling brand story was crafted around Fort Garry’s pioneering spirit, culminating in the tagline "Our province. Our people. Our beer." A full packaging redesign balanced heritage with contemporary appeal, ensuring a strong shelf presence that would stand out while maintaining brand recognition.
To reinforce the updated identity, the Fort Garry website was redesigned to bring the brand story to life, creating an engaging digital experience that honored its legacy while modernizing its look and feel.
The brewery also introduced a new product line, Hector’s Hard, strategically designed to attract younger consumers without overshadowing the master brand.
The revitalization successfully re-established Fort Garry Brewing within the craft beer category while strengthening emotional connections with consumers. The refreshed packaging improved shelf visibility, helping the brewery maintain its strong retail presence.
The launch of Hector’s Hard expanded distribution into Saskatchewan, attracting a younger audience and increasing overall market share. Brand perception among craft beer consumers improved, reinforcing Fort Garry’s status as a pioneer in Manitoba brewing. By embracing its authentic heritage while modernizing its expression, Fort Garry proved that even well-established brands can reclaim their place in a rapidly evolving industry.
