In a play to stake its claim as the quintessential modern Texas brewery, Revolver Brewing is changing things up bigtime.
Here’ the deal…
COVID-19 has upended the craft beer landscape. And with more beer consumers drinking at home than at any time in the last decade, standing out on retail shelves is more important than ever.
It’s also a good thing for a brewer to champion its roots, especially in Texas, and Revolver Brewing which was purchased by MillerCoors (now Molson Coors) in 2016, is making that bid for authenticity with its new imaging.
Sitting on 17 rolling acres near the Brazos River in the small town of Granbury, TX, Revolver Brewing looks every bit the part of a Texas icon. And the two guns that serve as the centerpiece of its updated logo reinforce that.
“We felt it was time to reflect the brewery we’ve become over the last eight years, which is a modern Texas brewery in the Texas countryside,” says Manny Gutierrez, Revolver’s vice president of sales and marketing.
Revolver’s new look, which debuted March 1, seeks to modernize its packaging to stand out on store shelves. Dominated by a white palette that is accentuated by bursts of color, and two, we think, unavoidable revolvers, is also a bid to attract “younger legal-age drinkers who are accustomed to seeing their favorite beverages in a colorful display,” according to the company.
The brewery’s core brands are packaged with a clean look, giving Revolver leeway to be more creative with its seasonal offerings.
Revolver Brewing will also be showcasing a revamped IPA lineup in 2021. As well as introducing a rotating Texas Haze Series which that combines the growing consumer preferences for hazy IPAs and fruit-forward flavors. First up is a peach flavor, which uses peaches grown in nearby Parker County and weighs in at 5.5% ABV.
“The second you bring it up to your mouth, you get an IPA aroma, but you also get hit with a huge punch of peach,” Gutierrez says. “Then you get that light bitterness that you’re used to in an IPA at the finish.”
The series, which will rotate every few month, looks to explore less obvious fruit IPA possibilities, on deck is pineapple, followed by blackberry.
In addition to the prairie storm of IPAs, Revolver is introducing a new year-round Bock beer that was intentionally crafted to highlight the style’s rich malt-forward flavors with a buzz-factor that won’t knock you out.
“The tastes of Texans are changing over time, so what we look to do with our beer is put a modern twist on the traditional beer style,” Gutierrez said.
Revolver is also punctuating its Texas vibe with a new music series called Red Dirt Live, partnering with country musicians Kylie Frey and Shane Smith and the Saints, who will perform quarterly online concerts, as well as acoustic sets at Revolver locations.
“We make world-class beer in the Texas countryside,” Gutierrez added. “We know who we are, what we want to be, and we have the right people in place to achieve those goals.”
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