What’s old is new again, and Hamm’s is celebrating its heritage with new can design and packaging that Molson Coors, which own the brand, hopes will hit a nostalgic chord.
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 my 6, 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.
For its new paperboard packaging on 12-, 24- and 30-packs, Hamm’s is resurrecting aspects of its look from the 1950s and 1960s, when Minnesota-born beer was one of the nation’s largest brands in the nation. The new Throwback Pack features the iconic Hamm’s crown superimposed atop of a lakeside scene – a forest overlooking sky-blue waters.
“We know that nostalgia beers are having a moment right now, and this packaging is a throwback to the glory years of Hamm’s,” Marissa Meliker, associate marketing manager for Hamm’s told Beer & Beyond. “True Hammpions are going to be familiar with it. It’s historic, but at the same time, it’s a fresh look.”
According to the company, the retro-inspired packaging, which seriously dials up the nostalgia factor, hopes to connect with the elusive 25-35 age group, a segment which has been increasingly abandoning beer.
The brand expects the retro look to be a hit with Hamm’s loyalists, as well. And when the new (old?) packaging debuted on social media the reaction was immediate. “I am strangely excited about this” wrote one fan. “Be still my heart – it’s beautiful!” wrote another.
“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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