Rogue Dead Guy Ale, the German Maibock inspired beer originally conceived and named in honor of the Mayan Day of the Dead celebration, is getting a new look and new packaging option.
Bottles of Rogue Dead Guy Ale have always featured a ‘dead guy’ perched on a barrel. This signature symbol of the beer will remain, but will now be much larger and prominent, with a black, white, and silver color scheme and no barrel to distract. Rogue Creative Director Hagen Moore says the decision to change the package had everything to do with making the ‘dead guy’ symbol the dominant feature.
“There were a number of iterations, but the idea came out pretty quickly,” said Moore. “We wanted to make the Dead Guy larger than life, and have him stand out in a simple and unique way.”
Dead Guy Ale has a long history for a craft beer. The product was originally brewed and bottled in 1990 specifically for a Tex-Mex restaurant based in Portland. The beer was then released on a larger scale and became a company favorite, thanks in part to the beer’s name and signature package design, featuring a beehive hat- wearing skeleton clutching a beer with its arms crossed, sitting atop a barrel. Aside from a few small modifications, the label remained unchanged for 26 years. The present makeover is the first real enhancement of the bottle artwork since the beer’s inception.
With the new artwork comes another Dead Guy Ale improvement, and that is to the packaging itself. The beer has been sold in 22 oz. bomber bottles for quite a while, but it will now be sold in 12 oz. cans for the first time. The bomber bottles will still be available but with the expansion to cans, consumers will now have more options.
Rogue Dead Guy Ale is one of Rogue’s flagship brews and while it’s nice to see that the packaging is undergoing a facelift of sorts, the beer itself will remain exactly the same as always. Look for the new cans and new package designs where you presently shop for Rogue beer, and keep the Revolution alive.
To learn more about this iconic craft beer, visit the Rogue blog.
For an audiovisual experience of the cans, visit You Tube.
For more information about the Rogue Revolution, visit rogue.com.
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