The Challenge

Launching Tangled Roots Brewing Company in 2016 meant meant fighting for attention amongst over 8000 other independent and micro breweries that already existed. Even though the primary route to market was to be through a series of gastro-brewpub restaurants, we still needed to find an authentic story for the brand that would intrigue drinkers and set us apart from the rest.

Solution

We had two things going for us; first, we brewed our beers using hops we grew on a small local farm we owned in rural Illinois. Secondly, research revealed an insight that showed most regular beer drinkers were turned off the craft beer category because it was seen as pretentious, a place only beer experts were welcomed.

Combining these toughts we arrived at Embrace Your Nature - an invitation for drinkers of domestic beers to come and enjoy a wide range of fine, home-grown brews within a very welcoming and down-to-earth setting. Whoever you were, whatever your tastes, we had a brew for you.

Results

TRBC’s story struck a chord both with local consumers and with other retailers. Despite the challenges of Covid, we successfully opened six new gastro brewpubs across Illinois in the first five years, each offering a menu crafted to complement the Tangled Roots beers on tap. Revenues grew from $2m to over $30m, and we became the official craft beer of Chicago’s Navy Pier, Starved Rock State Park, and many iconic venues.