CASE Study: Lion Brewery / Beer & category positioning

Finding a craft beer story through curiosity

scenarioDNA used Culture Mapping to help Lion Brewery explore its place in the U.S. craft beer category. The work identified a Curious archetype and a positioning opportunity around experimentation, community, and discovery.

The question: What could the next story of craft be?

Lion Brewery needed to imagine its place in the U.S. craft beer category. The brief asked how the brand could find relevance through meanings that extended beyond heritage and a legacy-import identity.

The research: Mapping a motivation for discovery

Culture Mapping revealed a shift toward experimentation, community, and intrigue. We identified the Curious archetype: drinkers motivated by novelty and discovery. This gave the team a way to interpret the category through a pattern of motivation rather than heritage cues alone.

The application: Positioning around intrigue and innovation

We translated those cultural codes into a direction for positioning Lion as a brand of intrigue and innovation. The work connected its possible role in craft beer with motivations around discovery and storytelling, providing a framework for exploring a different expression of the brand.

Explore our approach: Culture Mapping · Cultural Research & Intelligence