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Thoughts On My First Time Attending CBC...Finally

This is a long overdue piece, but time and life always bring surprises, delays, and all kinds of unexpected curveballs. This being said, I am finally getting time to get caught up and share some of the great happenings over the last few months and the first half of the year. This piece is just that, and a big thanks to the Brewers Association for the recent Craft Brewers Conference that took place in Indianapolis from April 28-May 1st this year. Attending the event as a media presence was a great opportunity to get behind the scenes with the many companies that are bringing success to the craft brewing industry. From the breweries to the suppliers and marketers, and all that make it happen…it was a worthwhile experience. I had the honor to meet and talk with some legendary folks from the beer world, and here, just like many of the events that I have been a part of, the beer industry is one of the most welcoming and community-building ones that I have ever seen. It is something to see. ...
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Wormtown Brewery Announces Brand Refresh

WORCESTER, Mass., Feb. 23, 2024 /PRNewswire/ -- Wormtown Brewery announces the launch of their brand refresh. The brewery's upgraded look represents their mission to embrace their community, celebrate each day, and provide approachable drinks for everyone to enjoy. Be Hoppy, the IPA we all know and love, can now be found on the shelf alongside Be Smooth and Be Fearless, two new IPAs from the brewery.

"The original concept of the smiley face for Be Hoppy was the inspiration behind the brand refresh. This beer already had the attention of our customers, so this seemed like the natural progression." says Dan Marc-Aurele, Senior Graphic Designer at Wormtown. "Be Hoppy is known for its smiley face, so we made that smiley face the focal point of the design. Now, if you're looking for 'the beer with the smiley face,' it's that much easier to find."

"We were incredibly pleased with Be Fearless & Be Smooth's trial performance in the IPA Variety Packs last year and listened to customer feedback calling for their consistent availability." Says Misty Campbell, Regional Sales & Chain Account Manager for Wormtown. "The refreshed packaging is clean and calls out the style, ABV and brewery name in large print. Wormtown has become synonymous with the smiley face and assigning each beer their own version gives the core lineup a cohesive look."

Wormtown's marketing team took the success of the "Be You" Variety Packs as inspiration for the new look and performed a deep dive into the brewery's brand identity, target audience, and branding goals.

"After a lot of exploration, we narrowed it down to three areas of focus for the brewery's mission which turned into a mantra we use internally: "your day, your sip, your smile." Says Avanah Weix, Brand Strategist for Wormtown. "These missions are accomplished through thoughtful beer names, expressive smiley faces, and making the style of the beer larger on the front of the can. Additionally, the new cans have QR codes that bring you detailed information about the beer. In an effort to be more connected to our community, we launched the "Be Here" campaign on the side of all our beer cans. This encourages people to take photos of where they are drinking their beer to be shared on social media."

You can now find Wormtown's new look and new beers at liquor stores, bars and restaurants across their New England footprint. The brewery is also releasing refreshed looks for their seasonal line up which will include another new beer, Beach Fix which is a Kolsch Summer Ale. Additionally, their local releases, collaborative brews, and specialty beers will all be adopting an upgraded look as they are released throughout the year.

Wormtown Brewery

Avanah Weix: 774.420.5792

avanah@wormtownbrewery.com



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