Sprecher Brewery Rolls Out New Beer Can Packaging and Brand Refresh

Year-round and seasonal beers such as Black Bavarian, Special Amber and Abbey Triple now packaged in cans with elegantly redesigned classic Sprecher Brewery griffin logo

Glendale, Wis. (January 18, 2022) – Beginning this month, Sprecher Brewing Co. is rolling out a craft beer brand refresh with new labels, designs and cans for all the brewery’s styles of beer.

Sprecher’s year-round and seasonal beers will transition from bottles to can packaging, including the well-known Black Bavarian and Abbey Triple, its most popular beer. Currently, Juicy IPA, Special Amber and Pineapple X-Press are already available in 12-ounce cans.

Sprecher’s seasonal beers include seasonal Mai Bock (February – April), Festbier (May – July), Oktoberfest (August – October) and Winter Imperial Stout (November – January). Year-round Sprecher beers include Abbey Triple (Belgian-style triple ale), Special Amber (Vienna-style lager), Black Bavarian (black lager), Hefe Weiss (unfiltered wheat ale), Pineapple X-Press (Belgian-style IPA) and Juicy IPA. A Black Forest Chocolate Milkshake IPA will be offered as a new limited-edition beer.

Sprecher’s new packaging is becoming a leading industry standard for beer, with cans of beer providing increased convenience, freshness and sustainability. Sprecher will also be available on tap in bars, restaurants and in the brewery taproom, with specialty beers available in liter bottles.

The new can line accompanies a brand refresh for Sprecher’s line of craft beer, including new can art, labels, tap handles and a website redesign. In addition, Sprecher has debuted and trademarked the slogan #BrewGoodThings, which reflects the brewery’s natural and locally-sourced Wisconsin ingredients and materials, commitment to quality process and investment in the talented workforce and local community.

“At Sprecher, we are proud of our history as a pioneer in the craft beer industry,” said Sharad Chadha, CEO of Sprecher. “This transition to packaging our beer in cans will continue to move us forward in the popular and growing can package for our craft beverages.”

The new label art –– all created and designed in-house –– pays homage and returns to the roots of the classic Sprecher griffin illustration while updating the look and feel, with a new wraparound illustration design around the can. “Fire-brewed for bold flavor” appears on the front of the can, which highlights the unique brewing process that results in Sprecher’s robust and caramelized taste.

Established in Milwaukee in 1985, Sprecher had modest beginnings, with company founder Randy Sprecher hand-crafting much of the brewery equipment at the first location. Sprecher’s award-winning Root Beer was originally made for family-friendly brewery tours, and was rated the best root beer in the country by The New York Times.

In 2020, Randy Sprecher retired after achieved his entrepreneurial dreams. He wanted the company to stay in local hands, so he sold Sprecher to a small team of Milwaukee investors. Today, Sprecher is one of the only breweries in the U.S. that still uses a unique fire-brewing process that caramelizes flavors to give Sprecher’s craft sodas and beers big, bold flavor.

The popularity of Sprecher’s unique craft beverages has led to the continued expansion of the facilities located in Glendale, Wis, located just minutes from downtown Milwaukee, with distribution to retailers in more than 35 states. Tens of thousands of people are signed up as loyal customers of the Sprecher Squad, who receive weekly deals, updates new product information and more about Sprecher’s craft beverages.

Sprecher will continue to package its expanding line of craft sodas in bottles, including Root Beer, Cream Soda, Orange Dream, and newly acquired Green River soda and WBC Root Beer along with other seasonal and year-round offerings.

NOTE: This press release was submitted to Urban Milwaukee and was not written by an Urban Milwaukee writer. While it is believed to be reliable, Urban Milwaukee does not guarantee its accuracy or completeness.