Williamsburg, VA — After celebrating its tenth anniversary, Alewerks Brewing Company is getting a makeover, debuting the first major renovation to its branding and year-round portfolio with a drastic remodel.
“It’s not just change for the sake of change,” said Managing Director and longtime Brewmaster Geoff Logan. “The identity of Alewerks has become more refined over the years and it’s time our branding revealed those changes.”
This overhaul includes the retirement of longtime favorites Drake Tail IPA , Red Marker Amber Ale , Pale Wheat Ale , and Washington’s Porter. When asked if this represents a final end to these beers, Logan said “Never say never. But it’s time to put these old friends to bed so that we can let some new recipes shine.”
Alewerks’ two most popular beers, Chesapeake Pale Ale and Tavern Brown Ale , will continue to anchor the company’s offerings. But with the loss of Drake Tail, Alewerks is aware a new year-round IPA must be introduced. “Nothing can replace Drake Tail,” said Operations Director Michael Claar. “Drake Tail is a victim of circumstance but we were fortunate enough to introduce the limited release Superb IPA to much acclaim this past summer and we’re confident we have a suitable successor.”
The demise of Washington’s Porter is slightly overstated. The bold American Porter’s recipe will remain unchanged when packaged with a new name, Paycheck Porter . The new name was sought in an effort to reach uniformity in the core portfolio. “Porter is traditionally the working class beer, well-earned,” said Lead Brewer Kyle Meyerhoff. “Getting a pint feels like getting your due, which made us think of a paycheck.”
The most exciting addition for the 10-year-old brewery is the introduction of its first lager. Lager and ale are to beer what red and white are to wine, so a year-round lager was a giant step. “ Weekend Lager was born from natural drive,” explained Logan, “After 10 years we sought inspiration, a new challenge. A smooth, drinkable lager we are proud of became a huge objective and ultimately the driving force behind these changes.”
In addition to these year-round beers, Alewerks continues offering the popular seasonal six-packs of Pumpkin Ale (Aug-Oct), Coffeehouse Milk Stout (Nov-Jan), and White Ale (Feb-Apr), while introducing the tart summer seasonal Berlinerweisse, available May through July. Specialty releases of large format Double IPAs and Barrel Aged beers will also hit the market in 2017.
Alewerks is already testing new brands successfully in local markets with the entire refined portfolio available in Virginia, DC, and North Carolina by the first quarter of 2017. For more information, contact Michael Claar at mclaar@alewerks.com.