VCU student wants to know how you feel about Legend

Is Legend due for a marketing makeover?

March 26, 2014; 11:31 AM • by Richard Hayes

I’ve often felt that Legend gets a bad rap from beer geeks in town. Jeff Tolefson, a Virginia Commonwealth University Brandcenter graduate student, agrees with me and is looking to devise a marketing plan that would change that attitude. His marketing plan is part of his senior project.

As part of the plan he’d like your input on a survey he designed.

CBS6 talked with Jeff and Legend about the marketing plan and the survey.

“Legend is considered the granddaddy of RVA breweries, they have been here for over 20 years and have always produced great beer,” Tolefson said, “Yet they seem to have lost their connection with the younger audience.”

“If it gives up more information, then great,” said Kevin Timme, Legend Sales and Marketing. “Any information is good information to keep our brand going.”

Timme said that Tolefson approached the brewery about his project, and that the 17 questions were constructed by Tolefson.

Legend Brewery is coming up on a robust two decades of making craft beer.

“It’s a completely different demographic,” Timme said when asked what changes he’s seen, and he pointed out that there weren’t a lot of people pushing the envelope 20 years ago.

As was the standard, “We named our beers for what they were,” he said, and referenced the classic line-up: Legend Brown, Pilsner, Porter, Pale Ale, Chocolate Porter, Golden IPA.

The times didn’t really foster a “Dogfish Head Snowblower Ale,” or “Fiddler’s Elbow,” or “Seriously Bad Elf,” though the brewery has recently dove into the world of fun nomenclature with its Urban Legend series.