Case Study: Little Things Rotator
Line Extension of Hazy Little Thing IPA
The Challenge
When a brand is thriving, expansion is the natural next step. That was the case with Hazy Little Thing IPA.
Hazy IPAs dominated the craft beer scene, and a key insight from the Hazy Little Thing brand manager confirmed an emerging consumer trend: shoppers were picking up a new, exciting hazy IPA to try, but they were also grabbing a six-pack of Hazy Little Thing as a reliable favorite.
The opportunity was clear—if we could be both the fresh new option and the trusted go-to, we could take the brand to the next level. That was the spark behind the Little Things Rotator Series.
The Strategy
In its first year, the focus was on leveraging Sierra Nevada’s unique brewing expertise to bring bold flavors to the hazy IPA space. Three rotating releases launched:
Juicy Little Thing – Bright and citrusy with a fruit-forward profile.
Tropical Little Thing – A lush, island-inspired brew with big pineapple and mango notes.
Dank Little Thing – Bold, resinous, and packed with hops.
To maintain brand consistency while differentiating each beer, packaging followed a strategic evolution:
Maintained the recognizable Hazy Little Thing design while adapting background patterns to reflect each flavor.
Custom visuals enhanced the theme: a mesh gradient for Juicy, tropical palm fronds for Tropical, and a psychedelic swirl for Dank.
Retail visibility was key—bold, stop-sign-shaped displays ensured the series stood out in stores.
The Results
Despite not being a priority SKU in 2023, the series delivered significant wins:
Juicy Little Thing was such a hit that it became a year-round offering.
Tropical Little Thing outperformed expectations, boosted by perfect seasonal timing.
Dank Little Thing faced a tougher road, launching in a crowded fall IPA market, but still contributed to incremental sales growth.
The success proved that Sierra Nevada could own both the excitement of the new and the trust of the familiar in the hazy category.
Project Credits
Creative Director / Art Director: Valerie Murphy
Brand Manager: Jourdan Reinhardt
Design Team: Maggie Ramey, Ashley Troutman
Display Mocks: Rae Kobayashi
Photography/Videography: Kevin Lara, Valerie Murphy, Jen MacLennon
