The Colorado Beer Distributors Association (CBDA) is the statewide trade organization championing Colorado’s beer distributors and the Three-Tier System. This system ensures manufacturers provide products to wholesalers, who distribute them to retailers, ultimately reaching consumers. While vital to the industry, the system is often misunderstood. CBDA sought to better communicate its value and economic impact, which includes nearly 8,000 direct and indirect jobs and a $1.5 billion contribution to Colorado’s economy. To support their advocacy and outreach efforts, CBDA turned to Outside Voice to update their marketing collateral.

Although the Three-Tier System is straightforward in concept, its benefits are complex and far-reaching, often requiring clear communication to consumers and policymakers alike. To address this, we focused on creating tools that demystify the system while showcasing its importance.

Our approach included:

• Updated Photography: We spent time with CBDA’s member distributors across Colorado, capturing dynamic, real-world imagery of their operations. This enriched CBDA’s image library with authentic visuals that resonate with their audience.
• Leave-Behind Booklet: Using the updated imagery, we designed a booklet that simplified the Three-Tier System, breaking it down in an easy-to-understand format. The booklet highlights its economic benefits, ensures compliance and safety, and underscores how the system supports local communities.

This visually compelling and informative piece was tailored to appeal to a broad audience, from everyday consumers to Colorado legislators, strengthening CBDA’s messaging across key stakeholder groups.