MacTarnahan's had lost its position as Portland's top craft brew and sales were slumping. The new owners, Pyramid Breweries, issued an ultimatum: Either turn sales around or the brand would be killed. Sockeye answered the challenge. Research and focus groups showed us that MacTarnahan's untapped potential lied in its connection to Portland as one of the first craft brews, and that the key to sales was the grocery store aisle. We relaunched the brand on its 20th anniversary, with an entirely new design that staked its ground as Portland's most authentic craft brew. The MacTarnahan's name was restored. In the first month alone, sales spiked 80%, averaging out to a 30% increase a year later.