Destihl Brewery in Normal, Illinois has decided to change its packaging look starting this month and beginning with the release of one of its seasonal sour beers, Synchopathic Apricot. Founder and CEO Matt Potts said the decision to alter the packaging was encouraged by the desire to create cohesion among the different beers in the product lineup.
“We saw an opportunity to create a cleaner packaging design while still maintaining and building upon the brand identity that our brands have garnered over the years,” said Potts. “Months of design development paired with years of sales information on our individual brands helped us to develop these new can designs, which we believe will increase our beer’s shelf visibility and recognizability by linking our various brand families together with our strategic design characteristics and coloring scheme.”
Destihl Brewery plans to switch the packaging for all of its brands over to the new design by the end of 2017. Destihl opened up a $14 million production brewery and beer hall in Normal, Illinois last year and part of the motivation to create a new package design stems from the new facility. With such a beautiful, state of the art brewery and beer hall, it seemed like a good idea to update other things also, the packaging included.
Destihl beer is presently available throughout 20 states and in Washington D.C. and the new can design will eventually make its way across the country. Destihl Director of Sales Neil Reinhardt can’t wait to roll out the new can design nationwide.
“We’ve been really anxious to get these new cans into the market,” said Reinhardt. “We have always been able to sense the excitement around our brand in every market that we enter, and we feel like this package redesign will help to amp that excitement to the next level. The design is approachable, yet vivid and energy-packed.”