With the opening of our 2nd production facility this fall, we decided it was time we took a look at our entire portfolio to see how the beers coming out of the Garage will fit in. After weighing many different options, we decided to simplify and reinvigorate things, and also used this as an opportunity to revamp our lineup. Look for these changes starting in late September.
Two new beers will round out our core lineup. Han Brolo is a hazy, crushable pale ale. Tons of wheat malt give this plenty of mouthfeel, and Simcoe, Mosaic, and Mandarina Bavaria hops give it a nice juicy bite. Dr. Robot is a blackberry lemon sour, brewed on a pilsner base and then soured, with blackberries and lemons added. This is one tart, refreshing beer. These two beers will take the spots of Eye Patch Ale and Nerd Alert. We’re also going to replace the “Clip-On Series” with a “rotating core,” effectively a small batch seasonal line. The absence of Clip-On-specific branding will allow us to be more nimble rotating well-received beers into the core lineup.
We’re moving all core beers, seasonal beers, and Black Tie beers to 12oz cans. Core and seasonal offerings will be in 6-packs. Black Tie beers, such as Bourbon Barrel Drafty Kilt, will come in 4-packs. Goodbye, bottles!
We have had the same packaging for almost 6 years now, and while it has served us well, it hasn’t been as versatile as we’d like, given the current craft beer environment. After an extensive design process involving hundreds of designs, consumer testing, and a bunch of whining, we’ve landed on something we’re pretty excited about. The new packaging will accentuate the necktie, which has always been a core part of who we are. The necktie symbolizes our journey from white collar to blue collar, where we realized it’s more important to love what you do than to be paid well for something you don’t enjoy. We will also use a predominantly white background with bold colors and patterns to distinguish individual beers. This new direction keeps our core identity, but allows us to be a bit more free and playful with new designs and beers moving forward.
The future is looking bright. We will have more exciting announcements in the coming weeks about the Garage, our anniversary party (which we have intentionally delayed), and changes to our taproom in September. Stay tuned!