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Two Roads Brewing

Craft Beer Meets Musical Artistry – Noah Kahan & Two Roads Release Northern Attitude IPA

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STRATFORD, Connecticut — Craft brewing meets musical artistry with Two Roads Brewing Co.’s new collaborative brewing project with Vermont native Noah Kahan: Northern Attitude IPA. New England through and through, Northern Attitude IPA is a piney, resinous, 7% ABV IPA inspired by the music that Noah’s fans have come to know and love.

“Noah, his music, and his values embody the same Road Less Traveled mindset we take to crafting beer,” said Collin Kennedy, Director of Marketing of Two Roads. “Noah and Two Roads are both from, and of, New England, wear their regional pride on their sleeves and draw upon that region to inspire their respective crafts. So, teaming up with Noah to create a beer that pays homage to our roots and benefits an important cause in The Busyhead Project was just a natural from the start. Not to mention we have a ton of employees that are huge fans of Noah’s music!”

Two Roads and Kahan worked closely together to create Northern Attitude IPA, from taste profile to package design – all while Kahan is on tour. The beer aims to drive awareness and funds for The Busyhead Project, an organization founded by Kahan that provides resources to mental health organizations dedicated to meeting the needs of marginalized communities with both crisis care and tools for sustainable resilience.

Northern Attitude IPA will first be available at Two Roads’ Stratford, Conn. brewery on September 3rd, but fans can also get a taste at Kahan’s upcoming concert at the Hartford HealthCare Amphitheater in Bridgeport, Conn. on September 5th and the Bank of New Hampshire Pavilion on September 6th and 7th. Following the concert, Northern Attitude IPA will be available in 16 oz. 4-packs at retailers within the brewery’s New England footprint, for a suggested retail price of $15.99.

About Two Roads Brewing Co.

Two Roads Brewing Co., launched in 2012, is a privately owned craft beverage company offering a wide-ranging portfolio of beers, canned cocktails, hard seltzers, distilled spirits, and other Road Less Traveled beverages. Located in Stratford Connecticut, Two Roads is ranked 54th among 9,500+ independently owned breweries in the US according to the Brewer’s Association’s 2021 survey.

About Noah Kahan

Over the past year, Vermont singer & songwriter Noah Kahan has exploded from his New England roots into the global mainstream and has been touted as one of 2023’s biggest and best new artists. At the core of his music are vulnerable lyrics and an unfiltered yet relatable honesty, as the critically acclaimed artist pens songs straight from the heart and cracks jokes with his signature, self-deprecating sense of humor. Across his three albums and an EP, Kahan has garnered global renown that includes more than two billion streams, a Platinum Certification for his hit single “Stick Season,” and collaborations with the likes of Post Malone, Joy Oladokun, and GRAMMY-nominated artists Julia Michaels and Wesley Schulz of The Lumineers. His widely adored album, Stick Season, is inspired by his New England roots and conveys a vivid representation of what he loves, fears, and struggles with most passionately. Noah has been on his sold-out “Stick Season Tour” across North America since the album’s release last year, selling half-a-million tickets to date and performing in the biggest venues of his career, with newly announced global dates on the horizon. In June, he released an extended version of Stick Season (We’ll All Be Here Forever), which has gone on to surpass sales of the original and shows no signs of slowing down. His latest single, “Dial Drunk,” has already amassed millions of streams and a slew of critical acclaim, cementing Noah Kahan as one of the most successful breakout artists of the year.

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Two Roads Brewing Launches Portfolio-Wide Packaging Refresh

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STRATFORD, Connecticut – True to its name, Two Roads Brewing Co. became Connecticut’s biggest craft brewer by taking its own, less-traveled path, always focused on delighting its fans while never resting on its laurels. That same ethos holds today, as the brewer embarks on its second decade with a more honed-in strategic approach to its business, its overall look, its brands, and its award-winning innovation.

The most visible evidence, unveiled today, comes in Two Roads’ first-ever, portfolio-wide packaging refresh – one that speaks to a more consumer packaged goods (CPG)-oriented approach to the brewer’s brand, shelf presence and marketing support. Retaining its iconic, fan-favorite crossed-arms logo, every Two Roads can, bottle and box now showcases a stronger master-brand architecture, greater emphasis on its sub-brands and styles, and a more modernly clean approach to design. While Two Roads’ original packaging helped establish the brand as a household name among discerning craft fans, the new design instills more consistency across all lines and products, enabling Two Roads to make a stronger, more unified statement on shelf.

Two years in the making, the refresh resulted from extensive internal and external research, including direct feedback from retailers and distributors and a series of consumer surveys, panels and focus groups.

“Our category is far more competitive than it was when Two Roads launched in 2012. Today, more than ever, craft brewers need to have branding that makes the selection process easier for the consumer: brands need to stand out, stand for something and have staying power,” said Brad Hittle, co-founder and CEO of Two Roads Brewing Co. “We’ve always been about taking the road less traveled, and our revamped packaging keeps that feeling front and center while making it easier to find us, identify our sub-branding and styles, and appeal to a new generation of craft fans.”

New Investments in Talent; Focus on Top Sub-Brands

The brewery’s evolution to a CPG mindset has it relying more on data to drive its business, marketing, and sales strategies. The shift resulted from the work of an internal task force formed during the pandemic charged with strengthening the company’s overall position and its leadership team with standout veteran beer and CPG executives.

General Manager Brian Hollinger, previously VP Operations at Dogfish Head, was hired to transition the company’s operations from “home grown” to “world class”, while on the commercial side, Brian Corrie was brought on as VP of Sales and Brian Duprey as Senior Director of National Accounts, both of whom have decades of experience working for top beer brands. Two Roads’ fortified marketing strategy – led by Collin Kennedy, who has more than a decade of experience in beer and broader CPG marketing – will help support their efforts.

Some of those executives were part of a newly-formed Business Insights team that used data and trade feedback to develop a revised and highly focused beer portfolio strategy centered on:

A deeper commitment to Road 2 Ruin – Two Roads’ Double IPA – as its flagship beer
Line extensions that leverage existing brand equity from other top performing SKUs like Lil’ Heaven and Two Juicy
Innovations that keep with its “road-less-travelled” mantra, including Juicy Box, an industry-first 16 oz. variety six-pack of hazy IPA’s
“Juicy Box took a total team effort and has been a huge hit; we are barely keeping up with demand. Consumers love the name and the product—a one-two punch for success,” Hittle continued.

Two Roads product development strategy also includes approaching “beyond beer” as a category that encompasses more than just hard seltzer and ready-to-drink canned cocktails. Within the last six months, Two Roads has released it first two non-alcoholic beers, Non-Alcoholic Juicy IPA and Non-Alcoholic American IPA, along with the first products from Two Roads Distilling: small-batch vodka and London-dry gin. Each was developed by the brewery’s renowned Master Brewer Phil Markowski and is currently available for sale at the Two Roads Brewery. They follow the brewery’s Daybreaker line of premium, vodka-infused ready-to-drink cocktails, available at retailers throughout southern New England. Each initiative emerged from the Markowski-run Area Two Experimental Brewing facility, which will continue to fuel smart innovation to delight evolving tastes.

About Two Roads Brewing Co.

Two Roads Brewing Co., launched in 2012, is a privately owned craft beverage company offering a wide-ranging portfolio of beers, canned cocktails, hard seltzers, distilled spirits, and other Road Less Traveled beverages. Located in Stratford Connecticut, Two Roads is ranked 54th among 9,500+ independently owned breweries in the US according to the Brewer’s Association.

For Brewing fun facts, trivia, movies and more, Click Here.