So I've written a bit about the extensive rebrand of my local Weyerbacher Brewing Company. Since I've last had a chance to blog (I know!), they've released a bunch of labels that give us a much more full view of the new Weyerbacher.
Let's start with the closest thing Weyerbacher has to a flagship, Merry Monks:
The old one:
Their second best-selling beer most years is the Imperial Pumpkin, a seasonal that dominates for a few months. First, here's the old label:
Magic: The Gathering card from back in the day. The disembodied hand and legion of tiny goblin pumpkins are a little strange. Now let's look at the new label:
The Old Heathen Imperial Stout label is a bit more of a departure. The old label was mostly a silhouette:
The new one, by contrast, is much more personal:
Of all the beers Weyerbacher produces, none delight beer geeks more than their Double Simcoe Imperial IPA. The big, piney DIPA uses a ton of additions of just one hop and delivers a fantastic beer. Unfortunately, the label always seemed a bit lacking:
Not bad, but hardly worthy of a great beer. So I was excited to see the new label. Here it is:
Speaking of innovative Weyerbacher beers with ho-hum labels, here's the old label for the Verboten (nee Zotten, before a C-and-D from some guys in Belgium):
Yeah, okay. Needs an update:
Lastly, the beer that gave Weyerbacher its logo, the Blithering Idiot barleywine. Here's the old label:
Weyerbacher's new art and style is adult, confrontational and bold. It's sophisticated while staying playful. This is a brand of beers that has no desire to compete with, say, Sierra Nevada or New Belgium. It's closer to competing with old Belgian beers, like Dupont, or maybe some of the more innovative-complex stuff of Stillwater Artisanal Ales and Lost Abbey. From a beer perspective, this makes perfect sense to me; Weyerbacher's beers are different and interesting, with tons of character and reliably different spins on what the rest of the craft beer world does. We'll see how it plays out nationally, of course, but that's some pretty good company to strive for.