Monday Night Brewing Opens Its Doors to On Branding

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New episode features Jonathan Baker, on what makes for a marketable, delightful beer that taps into the Atlanta-area community.

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Like branding, just like every batch of beer we make has to be the same, the image we project has to be the same too.

Monday Night Brewing leads this week’s episode of On Branding, a film profiling the Atlanta-based brewery’s climb from garage tastings to regional bestseller.

Jonathan Baker, co-founder and marketer at Monday Night, leads the brand’s creative identity and oversees its distribution, sales, and social media campaigns. Prior to handling Monday Night’s operations, Baker worked in what he describes as “white collar” analytics positions during the day, which allowed him to experiment with home brews alongside the founding Monday Night team. A graduate of Emory University, Baker attributes his interest in the business side of the brewery to his family’s notable roots in marketing and advertising.

“We brewed for five years every Monday night, inviting folks into our garage to brew with us,” Baker said in the video. “It became a larger gathering over time, with people who were closely tied to what we were doing from the beginning, in a way that felt like they had ownership. To have community, it’s got to be organic — you can’t have it any other way.”

Monday Night offers three beers, such as the Eye Patch Ale, Drafty Kilt Scotch Ale, and Fu Manbrew, which won Bronze in the U.S. Beer Open in its first month of distribution. The company says its beer is made for the weeknight, pairing well with food and finishing with signature, high-quality ingredients. A strictly Southeastern beer, Baker says that the brand was designed with the outstanding successes of many of the area’s top restaurants and bars in mind.

“Like branding, just like every batch of beer we make has to be the same, the image we project has to be the same too,” he said.

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Vicky Jones
Brand Fever
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