Meet The Mix’R seasonal 12-pack from Salt Lake City’s Uinta Brewing Company. The current mix features Stone IPA, Ruination IPA, Levitation Ale, and Oaked Arrogant Bastard Ale. Stone Brewing makes a variety pack for hop heads, obviously. What beer list would be complete without Sierra Nevada Pale Ale? Add Kellerweis Bavarian-style wheat, Nooner, and Kölsch and you’ve got yourself a party. This Colorado-brewed variety pack features ESB Special Ale, True Blonde Ale, and Modus Hoperandi IPA in a package that combines the offbeat label art from each beer inside. While most breweries offer variety packs with three or four of their beers, Deschutes Brewery takes makes a 12-pack that includes a whopping six Oregon-brewed favorites: Mirror Pond, Black Butte Porter, Inversion IPA, Deschutes River Ale, Obsidian Stout, and Chainbreaker White IPA. Two Roads Brewing Company rolled out the Beer Bus variety pack this year, with Ol’Factory Pils, Honeyspot Road White IPA and Lil Heaven Session IPA, and a rotating seasonal brew: Road Jam Raspberry Wheat Ale with Lemongrass in the summer, Roadsmary’s Baby Rum Barrel-aged Pumpkin Ale in the fall and Route of all Evil Black Ale in the winter. The Can Do variety packs and the Adirondack Trail Mix all include the brewery’s popular Pale Ale and the Legacy IPA. If you’re shopping for a summer variety pack (or two), here are my recommendations.īeyond this year’s easy-drinking summer 12-pack, (which includes Legacy IPA, Summer Pils, Gen IV session IPA, and Cloud Splitter Belgian-style white ale) Saranac Brewery makes a variety pack for each season, along with three other 12-packs. I proudly contributed to the significant growth of craft beer variety pack sales last year- these mix packs, booty boxes, pleasure chests, you-name-its are guaranteed crowd-pleasers, not to mention they tend to be cheaper than that bottle of wine. “The Chase Design Group team found just the right balance to strengthen the connection with our current drinkers and attract new ones to the brand, while allowing us to extend for future portfolio options,” says Jon London, Chief Marketing Officer, Harpoon Brewery.Some people bring bottles of wine to parties for hostess gifts. The messages, “Employee Owned” and “New England’s Original IPA,” flanking the iconic letter “H” diamond, a subtle harpoon silhouette within the “P” of the Harpoon logo, and new lettering for the IPA were all added to make the bold design feel nuanced and crafted. Miller Genuine Draft Simplifies Design, Amps up Equityīooklet-style Beer Label Provides Comic Reliefīetter-for-you beer gets premium positioningĪfter adjusting the label hierarchy, the Chase team then focused on the details of the design. Read related articles on beer packaging design from Packaging World: The distinctive Harpoon diamond takes the central location on pack, dynamically framing the brewery illustrations and also serving as a robust wayfinding device at shelf,” says Chase Design Group Executive Creative Director Steve Dunphy. As one of the very first craft beers in New England, it felt only right to celebrate both the original South Boston and the Windsor, Vermont, breweries on pack. “Harpoon IPA had built up a unique set of iconic assets, but this set of tools failed to fully relay their incredibly unique brand narrative in the crowded craft cooler. 9-13: Filling Technology for the Wine + Spirits Industry, by Fogg Filler Company. Chase carefully evolved key brand equities, including the vibrant blue background, orange accents, and the Harpoon logo while adding new illustrative elements to the pack. This proud heritage of Harpoon as the original IPA of New England needed to be expressed through its packaging. Its employee-owned breweries, located in Boston, Mass., and Windsor, Vt., focus on community involvement and a passion for charity. The Chase design team began by digging into what separates Harpoon from the competition. The company turned to creative agency Chase Design Group to help communicate the brand’s personality and express its values with breakthrough design. Consequently, Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers. Harpoon IPA BEFORE the redesign Harpoon IPA BEFORE the redesign Throughout the years, the craft beer category ballooned with new offerings and specifically new IPAs. At its onset, Harpoon IPA – New England’s original IPA – was one of only a handful of craft beers brewed on the East Coast, and it quickly became a bestseller known for its “easy-drinking” flavor profile. Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially.
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