Allagash Brewing on staying relevant in a changing beverage landscape

The beverage industry is undergoing rapid change. With the rise of hard seltzers, the “sober curious” movement, and a flood of non-alcoholic (NA) beverage options entering the market, even the most established craft beer brands are rethinking how they connect with drinkers. For Allagash Brewing Company, a pioneer in the craft beer space known for its signature Allagash White, the challenge was clear: How do you stay relevant without losing the heart of your brand? 

In 2025, Allagash partnered with Orchard Insights to answer that question. The goal was to identify what messaging and imagery would not only reinforce Allagash’s core brand positioning but also speak directly to modern consumer behavior. 

Real-time creative testing for real consumer relevance 

Rather than rely on assumptions, Orchard and Allagash set out to learn directly from consumers. Together, they developed and tested 18 unique creative stimuli in real-time, designed to explore various combinations of messaging and visuals. 

The approach was straightforward but powerful. Isolate and test what works, visually, emotionally, and contextually. Which headlines spark curiosity? Which visuals drive clicks? And how do different creative elements work in tandem to shape brand perception? 

Testing identified the most effective messaging and visual elements—both individually and in combination—leading to a CTR nearly three times the industry benchmark and ensuring strong consumer resonance.

Nature and nostalgia win the day  

Among the most effective creative elements was a striking visual: a tap handle emerging organically from a tree. It was simple, memorable, and aligned perfectly with Allagash’s brand DNA. Nature-inspired imagery, across the board, performed exceptionally well. It likely resonated because it evoked the brand’s Maine roots and long-standing connection to the outdoors. 

The message “From Maine, With Love” also resonated strongly. When paired with the right visuals, this line helped reinforce Allagash’s authenticity and origin story. 

The takeaway: In an increasingly crowded category, authenticity still matters.  

Metrics that matter 

The partnership didn’t just produce creative insights, it delivered measurable business results.

The campaign achieved:

• 29% increase in Orchard Index Score (our proprietary scoring algorithm)
• 299% CTR increase over industry average for the top-performing ad 

These weren’t just nice-to-have numbers. They were signals that the creative was connecting with real people, in real time, in meaningful ways. 

Insights that fuel the entire organization 

For Allagash, the value went far beyond one campaign. The insights uncovered during testing have been embraced across the creative and marketing teams and beyond. 

“Working with Orchard was everything a brand marketer dreams of. Fast, affordably priced, easy, and highly flexible,” said the Marketing Director at Allagash Brewing Company. “Best of all, the insights we generated from their unique approach have been embraced by the entire creative team and, in fact, the organization as a whole.” 

Key takeaway

As the beverage industry continues to evolve, brands that thrive will be the ones willing to ask hard questions and back their intuition with real consumer feedback. Allagash’s willingness to experiment, test, and adapt is a model for how brands can stay not just relevant, but beloved. 

In a world full of fleeting trends and fads, it turns out the most powerful message may be the one that brings people back to their roots.