Malteurop

Malteurop’s traditional focus was as a worldwide, bulk commodity malt supplier to large macro-breweries. Nothing was broken in that model. However, they recognized an opportunity with a growing consumer segment they had been ignoring – small- to mid-tier craft brewers and distillers. So, they hired Cultivator to evolve the focus and business approach of their North American operations by reimagining not only the corporate identity, but their product portfolio, packaging, distribution, sales and customer service support as well as the way they brought the new story to market.

Malteurop logo

Is it possible for a global leader in malt production to be seen as an authentic pioneer in the craft space? They came to Cultivator to get that question answered.

Bags of Malteurop malt
Bag of malt
Bag of malt
magazine ad
magazine ad
magazine ad

Farmer-owned malts made
in American for over 150 years.

This new brand position embraced Malteurop’s history and their farmer-owned heritage and the hardworking craftspeople they had always supported. We bolstered this with a new identity, packaging, online commerce site, trade show booth and sales support materials.

coasters
coasters close up
business cards
tshirt

Some facts about Malteurop

3rd largest malt producer in the world
Produce 3 million tons of malted barley annually
Operate 23 malthouses in 14 countries
Nearly 700 customers world-wide
Part of VIVESCIA, owned by 11,000 French co-op farmers