rebranding

The Friday Mash (High-Flying Edition)

On this day in 1927, Charles Lindbergh took off from Roosevelt Field in New York, beginning the first-ever solo trans-Atlantic flight. Five years later, Amelia Earhart became the first female aviator to accomplish that feat.

And now…The Mash!

We begin in the halls of justice, where Flying Dog Ales will fund a “First Amendment Society” with the settlement money the state of Michigan paid it. The courts ruled that Michigan violated Flying Dog’s constitutional rights by denying it permission to market Raging Bitch Belgian-Style IPA.

The Brooklyn Brewery has signed a long-term lease under which it will build a beer garden, brewing facility, and restaurant on the site of the Brooklyn Navy Yard..

A Munich court ordered the Hofbraukeller beer hall to honor its contract to host an event hosted by a far-right political party. In 1919, Adolf Hitler delivered his first-ever political speech at the Hofbraukeller.

Mercedes-Benz Stadium, soon to be the new home of the Atlanta Falcons, will have the cheapest beer in the National Football League: $5. It will also offer $3 hot dogs and $2 Coca-Colas.

Some of the biggest names in Chicago’s beer community have joined an effort to raise funds to build the Chicago Brewseum. It will serve beer made on-premises by guest brewers.

Former major-leaguer Brandon Laird, now playing for Japan’s Hokkaido Nippon-Ham Fighters, won himself a year’s supply of beer after hitting a home run off the Kirin Brewery sign at the Tokyo Dome.

Finally, the Saugatuck Brewing Company wasted no time poking fun at Anheuser-Busch’s rebranding of Budweiser as “America”. Its parody beer, “‘Murica”, is brewed in a style America’s founders might describe as “Freedom,” and the process is naturally overseen by 1,776 bald eagles.

Freshness Counts for Breweries, Too

The onslaught of new craft breweries has made it increasingly difficult for existing ones to stand out. To keep up with the competition, older breweries have shaken up their flagship beers, diversified into niche styles, and especially, given their products’ look and feel a makeover.

One brewery that was forced to reinvent itself was the Fort Collins Brewery in Colorado. Tom and Jan Peters took control of it from its original owners in 2004, and ran it as a traditional, German-style brewery. However, the Peterses saw their market share shrink in the face of competitors with more distinctive beers and contemporary label art. In 2014, they rebooted Fort Collins, overhauling its product, refocusing on the local market, and opening an on-premises tavern. The couple also put their daughter, Tina, in charge of the brewery.

Jason Notte of MarketWatch.com sat down with Tina. Among other things she talked about her first beer, moving beyond traditional German styles, and how she coordinated the brewery’s look and feel with its new lineup of beers.

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