Deschutes Brewery gets a new look on B.C. shelves

by Carolyn Ali on September 9th, 2015 at 4:17 PM

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The next time you're in a liquor store, that familiar Black Butte Porter might look a wee bit different.

That's because Deschutes Brewery is giving its branding a bit of a makeover, giving its beers like Mirror Pond Pale Ale and Chainbreaker White IPA a more uniform look.

Deschutes Brewery products with the new look on the right.

Carolyn Ali

That's according to brewery president and COO Michael LaLonde, who was in Vancouver today at a Deschutes event.

Founded in 1988, Deschutes was one of the first craft breweries in Oregon. The Deschutes brand is the best-selling U.S. craft beer in B.C.

But while the Bend brewery makes many popular beers, people don't immediately associate them under the same brand, LaLonde told the Straight.

"We did a complete change in our corporate brand as well as our six packs and our 12 packs," he said. They've recently launched in the U.S., and the new packaging will be rolled out in B.C. stores soon.

The new look will have the Deschutes Brewery name more prominently on the label with cleaner graphics, as below.

The new look of the brand at Deschutes Brewery.

Carolyn Ali

B.C. drinkers can also look forward to a new Pine Drops IPA, which came out in the spring in the U.S. and should be in the B.C. market soon.

LaLonde said he's seen a resurgence of IPAs in the craft beer market. "IPA has been hot for the past six or seven years, and it's still very strong. It's the fastest growing style out there," he said.

You can try a range of Deschutes beers at the Library Square Public House tomorrow night (September 10). "Woody", Deschutes' keg trailer, will be parked on the patio of the pub served six varieties of draft beer on tap, incluidng the latest to the B.C. market, Fresh Squeezed IPA.