Packaging Innovation
New Belgium Fat Tire beer labels
September 17, 2013

New Belgium Brewing: new beer labels to be released in 2014

New Belgium Brewing, a host of Belgian-inspired beers, plans to release new beer labels in 2014. The aim of this packaging renewel is to give the brewery’s colorful and cheerful imagery a fresh new look. Two reimagined labels have already been posted online!

Fresh new packaging

New Belgium Brewing, the largest independent craft brewery in Colorado, designed a new portfolio to modernize and unify the look of their beer labels. Nevertheless, they decided to preserve their renowned images, such as the red iconic red cruiser bike associated with the Fat Tire Amber Ale. The actual artwork on the Fat Tire is 22 years old.

New Belgium intended to release the details about these beer labels on its own terms, but the online publication of two newly approved beer labels made this purpose difficult to carry out. The first two reimagined New Belgium beer labels were indeed posted online after the brewery won approval from the federal Alcohol and Tobacco Tax and Trade Bureau.

Two beer labels revealed

New Belgium Trippel beer labelsThe two designs feature a red cruiser bike for the Fat Tire can and three roosters for the Trippel. We can clearly see the blending between retro elements and modern fashion. All brands and packages will eventually display new labels, created by Hatch Design of San Francisco. New Belgium spokesman Bryan Simpson said the purpose is to give a “nice contemporary look that adds some cohesion to the portfolio.” The new packaging, however, will not be available in stores until January 2014, with the exception of Ohio, where New Belgium plans to develop a new market in December.

New Belgium Brewing

New Belgium Brewing is the third largest national brewery. They brew nine year round beers, including the 1554 Black Ale, the Blue Paddle Pilsener or the Abbey Belgian Ale. This 100% employee owned company is acknowledged to be one of the best places to work by Outside Magazine.

Source: The Beer Spot