Angry Orchard
from Boston Beer Company
The Need
Boston Beer Co. needed a bold name for their new hard cider that would stand out in the market. The product used unique, gnarly-looking apples that produced a more tart, tannic juice. They needed a name that would differentiate their alcoholic cider from traditional options while conveying its wild and unruly nature.
The Name
Angry Orchard” was selected to capture both the gnarled appearance of the apples and the bold character of the cider. “Angry” conveys intensity and rebelliousness, while “Orchard” grounds the product in its authentic, natural roots while suggesting a more aggressive cider experience.
The Result
Angry Orchard quickly dominated the market, capturing 40% of U.S. hard cider sales at launch and growing to 58% by 2015. The distinctive name played a key role in its success, helping the brand establish its own space in the competitive cider industry and supporting successful line extensions like Apple Ginger and Traditional Dry.
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