Ohio beer drinkers will get a special treat when New Belgium Brewing finally enters the Buckeye State. The Fort Collins, Colo.-based brewery, the third-largest craft brewer in the U.S., announced this week that it will unveil new packaging next year.
But Ohio won't have to wait to see it. They'll get the new labels when New Belgium hits Ohio in December. (See examples of the new labels below.)
For 22 years, New Belgium has used its iconic watercolor images, which were hand-painted by founder Kim Jordan’s neighbor, Ann Fitch.
"This colorful, handcrafted look has been with us since our inception and the new design brings the portfolio together in a fresh and contemporary way," New Belgium Strategic Marketing and Branding Director Josh Holmstrom said in a prepared statement. "We feel these designs will delight our long time fans while also inviting new folks into the fold."
The new design was created by Hatch Design of San Francisco and features illustration by artist Leah Giberson. They will appear on all brands and packages. The brewery said the only place to officially see the redesigned labels is in the "Exclusive Content" section of New Belgium’s mobile app. Users can download the app for free by searching "Beer Mode" in the App Store or Google Play.