Problem
Upland Brewing Co's sour ale program needed an updated and unified brand experience to better reflect its standing in the market.

Insight
Contrary to the liquor/wine categories, making the world’s best sour ales is achieved through the blending of various batches and barrels to produce a sour with the ideal taste. For a process that relies very heavily on harnessing the natural bacteria and fermentation this blending is an absolute and those who do it well are true masters of the industry.

We create a branded program for Upland Sour Ales which included a complete overhaul of the bottles, labels, branding and story. The work centered on the crucial part of what makes Upland Sour Ales so prestigious: the masterful 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).