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A multi-million-dollar investment into a highly successful program needed an updated & unified experience/brand.
Sour ales—beers that are made with wild yeast and often intensely tart, acidic and/or funky—are not for everyone. But for adventurous craft drinkers who appreciate and seek them out, Upland’s wood-aged sours are among the finest in the world.As we learned more about the brewing process, it became evident that a crucial part of what makes Upland’s sours so good is the careful blending of different batches to create a complex, yet balanced flavor profile. And so the idea of “blended works of art” was born—brought to life in packaging, print and collateral featuring artwork by Michael Cina.
The Upland Sour Ales program expansion is off to a blistering start with an increase a 165% increase in volume, nearly 100% increase in sales and distribution into four new key states (MA, NY, PA and VA).