New Belgium’s New Hoppy Portfolio Strategy

Dear Client: This week marks the debut of Rampant, New Belgium's new imperial IPA. The brewer has big plans for the brand, and its place at the top of their hoppy trifecta portfolio: Shift, Ranger and now Rampant. "Anytime we launch a brand, depending on how big we see the potential for that brand, our launch strategy will be potentially different," said sales chief Joe Menetre. "We see big things coming from Rampant." Launch activities include a 30-day media push