Upland Brewing Company Releases Brand New Look and Campaign for their Sour Ales

Upland Brewing Company, like all other competing brewing companies, must have the packaging and advertising needed on their bottles to set their customer's taste buds on fire. This is the first step in developing the "buzz" your company needs in order to grow. Upland Brewing Company has recently released a totally new packaging and ad campaign for their Sour Ales, which are suppose to be wild, tart, and acidic. This means that the packaging and advertisement of these ales has to display these specific features also. I will touch on my opinions of how this company executed the new developments including the art, layout, and meaning I believe they are portraying throughout this blog.

I will first let you take a peak at what the new packaging looks like, which is the picture below:

I believe the design on these bottles is clear and not over bearing for the eyes to view. It utilizes the colors in the best way possible by adhering to the description of the certain ale. For example, the blackberry includes a mix of purple, pink, and blue. I feel that this is trying to explain that the blackberry flavor extinguishes vibrant flavor with a tart aspect behind it also. From what I can see, it looks like these bottles also include a piece of artwork on each one. Whether it is flower petals, a horse, or a rock it looks to be. These are what I see, but you may see something differnt of course, as each of us vary. The artist that designed this new packaging is from Minneapolis, and his name is Michael Cina. President of Upland Brewing company, Doug Dayhoff stated, "Michael Cina's style depicts a beautiful blend of science and art, each resulting in a stunning visual experience. And it emphatically communicates the level of not only craft, but artistry, present in every bottle." This explains why my initial reaction of the images on the bottle consisted of nature like things. 

Now, I will let you take a look at the advertising they developed for these certain products below:

I'm sorry for the limited visibility in this ad, there was no other picture that I could find unfortunately. But hopefully you receive the overall view and point it is trying to show.  

Anyways, this ad campaign surrounds around the new brand concept, "Blended works of art". This brand concept was inspired by details of the sours brewing process, and the importance of careful blending of different batches to create a complex, yet balanced flavor profile, as the article I read recently explained it as. The sour ales from Upland Brewing company are made with wild yeast and have gradually become an increasingly popular choice for craft drinkers, which I assume is why they wanted to create a new package design and advertising campaign.Upland partnered with Young & Laramore to create this new brand concept and ad campaign. I thought the new brand concept was thought out and well developed because it truly displays this "Blended works of art" on it's package design, which was the ultimate goal. 

Overall, I believe Upland Brewing Company did a fantastic job with the new marketing aspects they put towards their company. They hit the sensory, emotional, and informational appeals on all of their ale bottles and now have a defined brand concept that the consumers can look towards while enjoying their sour ale. I believe Upland will be receiving uplifting comments and opinions about their new packaging design and ad campaign because of the creativity that was released and expressed. We all know, creativity is needed for every little thing we do in life, whether someone knows it or not. And when you can capture this creativity and release it outwards, you will find yourself succeeding greatly and only improving, which I think Upland Brewing Company is going to experience.