Schlafly Beer will slowly introduce new packaging throughout 2019 for its core styles, seasonals and more.
“We call this a packaging evolution, not revolution,” says Head of Marketing Wil Rogers. “We preserved the Schlafly Beer brand that beer drinkers have come to know and love, but we also gave it a little facelift. One aspect, however, stays consistent – our focus on the beer itself. We don’t add fancy names to our beers. We lead with the style because we are confident that our beers are true to that.”
Schlafly Beer’s signature round circle at the center of packaging now features the beer’s style with corresponding style color, instead of a cream circle with the Schlafly logo.
“Authenticity is important,” Says Lead Designer Sarah Frost. We believe that many consumers make their purchasing decision, first and foremost, based on style. Since we focus our beers on being true-to-style, we showcase this in a great way throughout the new design with vibrant colors, marks and graphics that correlate to the ingredients and story of the beer.”
The Schlafly brand is still present in the corner of the packaging as well as now around the neck of each bottle. Each style also includes a bit of storytelling about the beer’s history with Schlafly Beer on the side panel. “It connects the consumer to our brewery’s rich history and showcases our personality,” explains Frost.
For example, Schlafly Beer’s Coffee Stout has a long-standing history as being one of the best for the style. Now, the packaging incorporates coffee bean graphics and deep, rich browns to exemplify the beer’s superior taste. The package now also tells the story of how Coffee Stout came to be. The beer is the result of a close partnership with the local St. Louis coffee company, Kaldi’s Coffee. In the 1990s, the roastery used to be located down the block from the Schlafly Tap Room. The roasters would come over after their shift to enjoy a pint. One day, they dropped a shot of Kaldi’s espresso in a Schlafly Oatmeal Stout, and Coffee Stout was born.