One of Detroit’s most successful products based on the riverfront is getting a serious makeover.
Atwater Brewery, who’s been making craft beer for nearly 20 years, will soon take on a fresh new look complete with three new beers and artistic new labels for their entire collection.
The company’s revamped slogan and image is “Atwater Brewery. Born in Detroit. Raised Everywhere.”
“We’ve been all about Detroit since we brewed our first German-styled lagers 18 years ago and said we wanted to ‘bring Detroit everywhere.’ We’re now doing that with distribution in 27 states and Canada and still growing,” said Atwater Brewery owner Mark Rieth. “Now we’re focused on making sure people remember us and think about us first and that’s what these new labels are intended to do.”
The new branding is set to be rolled out early in January of 2016 alongside the introduction of three new Atwater brews, the Going Steady IPA, Corktown Rye IPA, and Tunnel Ram.
The beautiful labels were designed by renowned artist Tony Roko, who has recently been commissioned by Lady Gaga, Jay Leno and Ford Motor Company, to name a few. Roko leveraged his expressive style to match Detroit’s colorful characters with each beer flavor.
“Craft beer is an art movement in its own rite,” says Roko. “What started as a single painting for one label for just 40 cases of beer five months ago has turned into designing 26 labels for one of Michigan’s most exciting breweries. It’s the greatest gig ever – drinking Atwater and telling their story. I feel like a young man let loose in a brewery!”
Local communications and branding agency, Driven Solutions, worked with Atwater and Roko on the theme and its correlating packaging.
You can pick up Atwater brews at their two Detroit area locations, Atwater in the Park in Grosse Pointe Park and Atwater Biergarten and Tap House in Detroit. Additionally, they will soon open the next Atwater Biergarten and Tap House in Grand Rapids early 2016.
Here are the vitals on the new suds coming your way in 2016:
Going Steady IPA – Grapefruit Session Ale: Abv 4.60%; Ibu 55; Color, Golden
This citrusy session’s got enough cascade hop and grapefruit flavor to go around, with just enough good stuff to make whatever you are doing a little better. Full bodied flavor that balances malt and hop characters and, typically, a clean finish which offers high drinkability without overwhelming the senses.
Corktown RYE IPA – American IPA: Abv 6.20%; Ibu 68; Color Copper
An IPA heavy on rye malt with a caramel backbone, Corktown is a spicy, sweet, bitter and aromatic rye IPA. Not to be confused with a German Roggenbier, Corktown’s bitterness tends to be more moderate to allow the often spicy and sour-like rye characteristics to pull through.
Tunnel Ram Imperial Bock – Abv 7.80%; Ibu 28; Color Light Straw
Crisp with a slight injection of sweetness. This one gets your motor warmed up with a subtle alcohol overtone and hits the finish line with clean, bright lager flavor. It’s a perfect balance of sweetness, warming alcohol strength and crisp lager finish.