Gilt Lifter
BRANDING POSITIONING // MARKETING
About the brand
Four Peaks Brewing Co. introduced a light version of their flagship brew, Kilt Lifter, called Gilt Lifter. This light beer is brewed to retain the flavor that craft beer enthusiasts crave while competing with other low calorie beers on the market.
Gilt Lifter is modeled after its successful bigger brother Kilt Lifter, so a strategy was devised based on research and inspiration from the specific characteristics that have proven to resonate with Four Peaks’ target market.
Down with Gilt, up with the kilt
The name Kilt Lifter tells a story that seems to sell itself. Likewise, the name Gilt Lifter targets a different group that is looking for this same story. The goal was to add a spin to the Kilt Lifter story in a way that emphasizes the same fun and boldness of Kilt Lifter but with only 99 calories.
The same nostalgia and hometown pride of the beloved Kilt Lifter was preserved while emphasizing the same great taste without the calories.
