Iron Horse Brewery
Est. 2013 | Ellensburg, WA
What do you do when 80% of your sales come from one beer? For years, Iron Horse Brewery’s answer had been to tie the entire brand to that juggernaut, Irish Death. With it being one of the most dominant SKUs in the region, sales were good for the Iron Horse brand — no matter how many consumers thought their name was Irish Death Brewery. As we dove deeper into the brand as well as the data, we realized that the only way to promote growth across the portfolio was to make one very hard decision. We split Irish Death from the Iron Horse masterbrand.