Say goodbye to the heron and hello to the High Level Bridge.
As part of a major rebranding, Maumee Bay Brewing Co. is dumping its longtime logo of a heron standing among reeds. The new logo -- which beer drinkers will start to see on packaging over the next few months -- features a blue shadow of the High Level Bridge in Toledo rising over the name of the brewery.
“We’re just going in a new direction,” said Shannon Mohr, sales and marketing manager.
She’s not kidding.
Maumee Bay, which operates a production brewery, brewpub and other businesses in the historic Oliver House in Toledo, is getting new graphics and labels for its beers. More of its beers will hit the market in bottles. The brewery has bought a three-barrel system to start pumping out eclectic small batches. It has applied for a winery license to start making ciders. New fermenters are coming because the brewery has run out of tank space. And, as if that weren’t enough, it has changed the recipe of Buckeye Beer.
“We thought if we’re going to introduce new beers and a new look and new products and everything new, we wanted to completely rebrand,” Mohr said. “We’re really at this cool point of growth.”
Here’s a more specific rundown of some of the bigger changes:
• Starting in August, the brewery will release Oktoberfest in six-packs. It will be the first beer to be released with the new packaging.
“We’ll follow that up with six-packs of our Christmas ale, Blitzen, which has proven to be a very popular seasonal beer for us,” Mohr said. “Additionally, we are working on getting our Glass City Pale Ale bottled and in the market before the end of the year. It’s pretty ambitious, but we are in a place where we are gaining new followers and it’s time for us to get more of our beer to market.”
Fans of Buckeye, IPA, Amarillo Brillo and Total Eclipse need not worry. Those brands will continue to be available.
• The new three-barrel system will produce small batch brews. The brewery will release a new beer each day this week at its Mutz bar to celebrate.
The beers are: Lemon Peppercorn Saison (Monday), Mango Pale Wheat (Tuesday), Kentucky Red Cream Ale (Wednesday), Mosaic, Galaxy and Chinook DIPA (Thursday) and Mojito Wit (Friday).
• The brewery also has reworked its recipe for Buckeye Beer, a brand that has always had more in common with Budweiser and Miller than craft beers.
“Same packaging but a completely different beer,” Mohr said. “We took the adjuncts out. We changed the yeast strain and we added some extra wheat malt. It just gives it a slightly darker character. We went with a German yeast strain. We’ve gotten really positive feedback.”
The new recipe hit the brewpub on draft less than two months ago and bottles have been available about a month.