‘Cracking open the right story’
N/A Beer Case Study
How we helped an edgy N/A beer brand own their personality (and market).
THE CONTEXT
The non-alcoholic beer market has long been dominated by safe, uninspired branding that fails to excite modern consumers. Good Liar entered the space as a bold, challenger brand, bringing an edgy, rebellious spirit to an otherwise tame category. They needed sharp, memorable messaging to cement their identity and speak directly to a savvy, flavor-seeking audience that wasn’t willing to settle for bland.
THE WORK
We worked with the Good Liar team to develop creative taglines and language that amplified their distinctive, confident tone while reinforcing their mission — to prove that NA beer can be just as flavorful, satisfying, and exciting as the real thing. Our messaging approach cut through category clichés and positioned Good Liar as the go-to choice for drinkers who want to opt out of alcohol, without opting out of a great beer experience.
WHAT WE DID:
Brand discovery and exploration
Competitive analysis
Messaging, headlines, taglines, creative support
THE OUTCOME
With a clear, bold voice and sharp positioning, Good Liar strengthened its brand equity and solidified its place as a standout in the NA beer space. The messaging helped drive awareness, engagement, and loyalty while reinforcing Good Liar’s identity as the cooler alternative to the usual suspects in the non-alcoholic category.
THE TAKEAWAY
Great branding isn’t just about differentiation — it’s about owning a space with confidence. By embracing attitude, authenticity, and a challenger mindset, Good Liar successfully carved out a unique place in a rapidly growing market, proving that NA beer doesn’t have to play it safe.
