Inside a Boulevard Brand Repositioning

Dear Client: It should make for a great case study. Early this month, Boulevard announced it would rebrand its Boulevard Pilsner to KC Pils, complete with a package redesign and realignment with their core. Marketing director Jeremy Ragonese explained it represents a redirection of the brand's original intent. The original 2009 brand launch targeted domestic drinkers that hadn't yet found their Boulevard beer. But while Jeremy said it's done "exceptionally well here close to home," especially in large local venues