Ideas Make Manifestos
brand development by sarah feeney
Regional identity as a core brand strategy.
805 Beer, crafted by Firestone Walker Brewing Company in California, has gained significant popularity for its unique approach to branding and marketing, which set it apart from traditional craft beer strategies.
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Here's how.
805 was initially created as a local brand for California’s Central Coast, named after the region’s area code (805).
Instead of positioning it as another craft beer for beer enthusiasts, it leaned heavily into the local lifestyle — surf, skate, motorcycles, and the laid-back California vibe.
This strong connection to a regional identity resonated deeply with consumers.
805 leaned into lifestyle marketing by aligning with California culture icons like custom car builders, surfers, and bikers, turning the brand into a symbol of an alternative, rugged lifestyle.
Sponsoring action sports events, collaborating with local artists, and producing cinematic, gritty ad campaigns helped embed the brand in a broader cultural context.
Adapting the Lifestyle Message to Local Cultures.
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I was tasked with expanding 805 Beer beyond its namesake Central Coast region.
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This presented significant challenges, particularly in areas far removed from the surf-and-sunshine culture of California.
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By adapting its universal subculture ethos, reframing its California roots as a mindset of independence, craftsmanship and the pursuit of "the great outdoors",
the works were able to overcome geographic and cultural barriers, actively engaging with local culture in a grassroots, authentic way.​​​
With this strategy, 805 Beer entered Chicago and the Pacific Northwest in early 2018, marking its presence in Oregon and Washington.
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By 2019, 805 ranked as the ninth best-selling craft beer in off-premise retailers, reflecting its strong market performance.
This success is underscored by the fact that 805 accounts for more than 50% of Firestone Walker's total beer production, highlighting its significance within the company's portfolio.
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Beyond sales achievements, 805 Beer has cultivated a lifestyle brand image that resonates with consumers seeking a "California mindset that can be lived anywhere.
