Comments on: Costco brews up an innovative new brand http://tenayagroup.com/blog/2009/02/16/costco-brews-up-an-innovative-new-brand/ Brian Phipps on next-generation brands: Tue, 20 Jul 2010 12:30:59 +0000 hourly 1 http://wordpress.org/?v=abc By: Brian Phipps http://tenayagroup.com/blog/2009/02/16/costco-brews-up-an-innovative-new-brand/comment-page-1/#comment-106155 Brian Phipps Sat, 07 Mar 2009 14:54:56 +0000 http://tenayagroup.com/blog/?p=474#comment-106155 I don't think Kirkland Signature beer would ever be considered an insult. The quality is too high. Coming from Gordon Biersch, it's equal to or better than many "name brand" premium beers. The recipient of such a gift would probably consider the giver on the front edge of brand innovation. One could also give a bottle of Kirkland Signature Vodka. Stories abound that it's made by Grey Goose. It comes from the same place in France, using the same 5X distillation process. For what you save per bottle ($20) you could buy a case of Kirkland Signature craft beer. The point you raise, though, is a good one: are Costco products underserved by the plebeian connotations of the Costco brand? Well, that's why Costco uses the Kirkland Signature brand for its products. The Kirkland Signature brand, however, is low profile and emotionally constrained. And it's clunky. So Costco has some more work to do in this department. I wouldn't be surprised if Kirkland Signature beer, vodka, et. al. become the beverages of choice for "recession chic." I don’t think Kirkland Signature beer would ever be considered an insult. The quality is too high. Coming from Gordon Biersch, it’s equal to or better than many “name brand” premium beers. The recipient of such a gift would probably consider the giver on the front edge of brand innovation.

One could also give a bottle of Kirkland Signature Vodka. Stories abound that it’s made by Grey Goose. It comes from the same place in France, using the same 5X distillation process. For what you save per bottle ($20) you could buy a case of Kirkland Signature craft beer.

The point you raise, though, is a good one: are Costco products underserved by the plebeian connotations of the Costco brand? Well, that’s why Costco uses the Kirkland Signature brand for its products. The Kirkland Signature brand, however, is low profile and emotionally constrained. And it’s clunky. So Costco has some more work to do in this department.

I wouldn’t be surprised if Kirkland Signature beer, vodka, et. al. become the beverages of choice for “recession chic.”

]]> By: Todd http://tenayagroup.com/blog/2009/02/16/costco-brews-up-an-innovative-new-brand/comment-page-1/#comment-106153 Todd Sat, 07 Mar 2009 03:33:41 +0000 http://tenayagroup.com/blog/?p=474#comment-106153 I can't wait to serve Costco Beer to my in laws. The perfect way to insult someone without looking like you're trying to do it. ( I really like you, but not enough to buy a name brand beer). I love it!!! Of course, if anyone ever serves me a Costco beer I am going to have to kill them to maintain my self esteem. I can’t wait to serve Costco Beer to my in laws. The perfect way to insult someone without looking like you’re trying to do it. ( I really like you, but not enough to buy a name brand beer).

I love it!!!

Of course, if anyone ever serves me a Costco beer I am going to have to kill them to maintain my self esteem.

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