Rebranding

Not all “beloved” CPG brands have soul, but all brands with soul are beloved, according to Jesse Howell, art director for sparkling water brand Aura Bora.

Monster Brewing-owned Cigar City has debuted new packaging for its flagship Jai Alai IPA. The new artwork features Jai Alai in larger, brighter font. Refreshed cans of Jai Alai in 12 oz., 16 oz. and 19.2 oz. sizes, as well as 6- and 12-pack cartons, are rolling out “this summer.”

Stowe, Vermont-based von Trapp Brewing will launch refreshed branding in the first quarter of 2024, including a reimagining of its ibex logo and updated packaging. The new look packaging will begin shipping to distributors in February and is expected to be on shelves throughout von Trapp’s 13-state footprint by the end of March.

Premium cocktail mixer brand Q Mixers is debuting a vibrant new look for the second time in its 17-year history as it seeks to build a stronger connection with consumers both before and after purchase.

Cue DJ Khaled’s “another one.”

The trend of craft breweries extending their flagship beers continues. The latest is Monster-owned CANarchy’s Oskar Blues Brewery, which has extended its Dale’s Pale Ale.

Jack’s Abby Craft Lagers unveiled new packaging today, the latest move in its 2023 brand refresh.

A year after undergoing a change in ownership, Mission Brewery is getting a makeover. The San Diego craft brewery recently received a brand refresh courtesy of CODO Design, which has begun hitting retail shelves.

Lagunitas is undergoing a brand refresh to bring more of a billboard effect to retail shelves and increase brand awareness across its portfolio. Although there have been tweaks here and there to designs over the years, this marks the first global packaging redesign for the brand.

New Mexico’s Santa Fe Brewing has placed a renewed focus on “local” to connect with its core consumers in its home market.

Atlanta Brewing Company appointed Alton Shields as the Georgia craft brewery’s new president and general manager last month.

Great Lakes Brewing, the 35-year-old Ohio craft brewery, recently underwent a self-reflection: “How do we continue to attract new consumers, when many of today’s drinkers were in diapers at our brewery’s founding?”

New Orleans-based Dixie Beer shocked the South last summer when it announced it would change its name amid the social justice protests that followed George Floyd’s murder. Nine months after that announcement and four months after the company revealed it would become Faubourg Brewing Company, the first Faubourg branded beer will begin rolling out of the 114-year-old company’s brewery.

San Francisco-based Anchor Brewing opted to give itself a makeover as a 125th birthday gift. Ballast Point has revealed new packaging art that has already begun rolling out to retailers. Granbury, Texas-based Revolver Brewing will roll out new artwork for its core offerings this spring. Anheuser-Busch InBev-owned Blue Point Brewing debuted a new logo and branding that will replace art that the Patchogue, New York-based craft brewery has been using for four years.

Dixie Brewery owner Gayle Benson announced the company will change the name of the New Orleans-based craft brewery to one that does not reference the Confederacy. The new name has yet to be selected.