Utah’s Wasatch Brewing, arguably the best- known brewery in the state, has announced an update to its packaging. The new design coincides with the widely publicized changes to Utah’s beer laws that now allow slightly stronger beers to be sold in convenience stores and in grocery stores.
The changes to Utah’s beer laws are long overdue and many more reforms are still needed, but they are a step in the right direction nonetheless. Under the new law, beer with an alcoholic strength up to 5 percent by volume can now be purchased during one’s weekly grocery run- an increase of one percentage point from the previous 4 percent limit. Wasatch felt that the increase from 4 percent to 5 percent ABV warranted an update to its packaging and so the change process began.
Wasatch Marketing Manager Maxwell Christen says the move to a new can design reflects the brand’s commitment to keep up with the times.
“Wasatch has been evolving since we laid the groundwork for craft beer here in Utah over 30 years ago,” said Christen.
Wasatch has been a leader in Utah craft beer for decades and its new can design reflects a change to a cleaner, modern, and brighter colored image. The older design was more detailed and Wasatch Creative Director Scott Doutre says the updated design reflects the brewery’s ability to remain relevant and evolve while still maintaining a connection to its past.
“Some elements will feel like familiar reinterpretations of long-standing design icons that have been connected to the Wasatch brand for years. The new packaging is bright and attractive so it will ‘have legs and walk off the shelves’ but still have a strong connection to the brand – irreverent and with attitude,” said Doutre.
With the new look, Wasatch is also proud to introduce two new beers: Pickup Lime Sour Ale and Island Hop Tropical IPA. Pickup Lime Sour Ale is a seasonal release, but Island Hop Tropical IPA will be part of the year- round Wasatch offerings. Both new products are session oriented and brewed to stay within the new alcohol limit guidelines so that they can be sold in grocery and convenience stores: Pickup Lime Sour Ale contains 4.8 percent ABV while Island Hop Tropical IPA contains 5 percent ABV.
The new package design will appear on store shelves beginning on November 1, 2019. The new cans will become the standard not just in Utah, but across the entire Wasatch distribution footprint, which presently includes 20 states. Look for the new beers and the new cans in places where Wasatch beers are presently sold.
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