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(Courtesy Hamm’s)
Beer lovers young and old are flocking to Hamm’s new packaging, because what’s old is apparently new again….
Here’s the deal…
The Theodore Hamm Brewing Company was established in 1865 when German immigrant Theodore Hamm opened the brewery in St Paul, Minnesota. Once the fifth largest brewery in the US, Hamm’s is now part of the Molson Coors family.
And on May 6th the company announced that it was digging into its 157-year-old history and releasing limited-edition, retro-inspired packaging just in time for the peak summer season.
According to the company, the retro-inspired packaging, which seriously dials up the nostalgia factor, was designed to connect with the elusive 25-35 age group, a segment which has been increasingly abandoning beer.
And the Hamm’s Throwback Pack has connected in a big way with all deographics… Sales are up 38% from April through July versus last year.
“It’s been a hot item from the beginning. People were going out of their way to find the retro packs,” says Marissa Meliker, associate marketing manager for Hamm’s told Beer & Beyond. “Our Hammpions have been thrilled with the recognition of the brand’s heritage. It’s exceeded our expectations.”
The Throwback Pack was designed to pay tribute to the brand’s heyday in the 1950s and ’60s, when it was one of the nation’s best-selling beers.
The retro look features the iconic Hamm’s crown superimposed atop of a lakeside scene – a forest overlooking sky-blue waters, while royal-blue limited-edition cans also boast the Hamm’s crown and the brand’s twin slogans: “The beer…refreshing!” and “From the land of sky blue waters.”
“These small packaging changes had a huge impact, and a lot of credit is due to Hamm’s loyal fans, who were so excited about it and kept sharing their photos across social media,” Meliker says. “We knew the Throwback Pack would be popular, and we’re seeing consumers’ enthusiasm translate.”
“There’s something about Hamm’s and its simplicity that people really love,” Meliker added. “What’s old is new again.”
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