Mikkeller is a global beer brand, founded in Copenhagen in 2006. The brand, currently present in more than 40 markets and spanning across bars, restaurants, wholesale and running clubs, is a renegade within craft beer, standing out with its unique approach to both its product line and brand building. Mikkeller shares a lot of the credit for the world-wide craft beer revolution we’ve seen in the past 20 years, and is a fairly big reason why IPAs are now also your dad’s favorite beer. 

We were asked to work with Mikkeller during a rocky period for the brand in 2021. Since then, we have helped Mikkeller reposition and reinvent itself, initially through projects and campaigns, and, since 2023, by managing all their communication and branding, essentially operating as their CMO. We have helped the company establish a clear identity as the quirky kid in the beer market, but in a way that appeals to a much broader audience than before and has a more commercial outlook.

We have done this through everything from marketing strategies and creative campaigns to thought leadership, brand advising, social media concepts, and PR. As a result, 2024 became Mikkeller’s best financial year ever, the brand now boasts a 50% recognition across Denmark’s entire population (a significant jump for the former niche brand), and beer giant Carlsberg recently acquired a 20% stake of the company.