With only a small budget and no launching campaign or advertising support, the challenge was to position this newcomer and let it carve out its place in a high-potential but intensely competitive market where the big breweries, imports, and microbreweries have to fight for every inch of on-shelf visibility.

The design and all the graphic elements were selected to showcase the origins of the railroad town of Farnham in Estrie, where the beers are brewed.

The 4 flavors are given distinct personalities with electric color codes, bitterness levels (12, 27, 33 and 64), and shapes evoking locomotive grills.

A mere 6 months after launching its first 4 beers, Farnham Ale & Lager had attained its sales targets for the year’s end.

Its distribution network continues to expand and already includes 300 points of sale in Quebec — an outstanding feat for a small microbrewery newly arrived on the market.