Take a look at this new addition to 60 Minute IPA Packaging. A shiny new seal. | Valdamark

Dogfish Head Craft Brewery is making a big statement in the new design for its 60 Minute IPA packaging.

IPA Packaging

When it comes to making a statement Dogfish Head Craft Brewery knows a thing or two.

Take a look at this design change to their 60 minute IPA packaging.

The change was announced by Dogfish founder Sam Calagione who said the new packaging for Dogfish will contain a large image of the craft brewery seal.

He says the new 60 minute IPA packaging will be used as a ‘soapbox’. He goes onto say that it has never been a more challenging time to be a craft brewery. He goes on to point out that though craft beer may seem commonplace now it is still the case that two foreign own multi nationals control most of the United States beer market.

The seal has not been created by Dogfish themselves but publishers Craftbeer.com. The ‘seal of approval’ helps craft beer lovers identify products from independent craft breweries.

Nearly 4,000 other breweries have adopted the seal so far, most placing both on their packaging and their website.

Dogfish have been using the seal on their many marketing channels for quite some time. Their pubs, website and social media outlets have all exhibited it. Actually putting on their product though is seen as the most forward move to date.

Rally Cry for Craft Beer
The move is seen as a battle cry for all the small independent craft breweries. The seal is seen as a symbol of ‘true value’. One that represents the quality and authenticity of the craft beer philosophy.

This approach is loud and proud and is a demonstration of craft beer ‘evangelism’.

Time will tell is we see the seal on all their bulk packaging.

Whilst still very much a growth market and popular trend the name has been watered down in recent years to apply to anyone who uses atypical beer packaging and wants to benefit from the craft beer craze.

Dogfish IPA Packaging

In the landscape of American craft beer, a stream of excitement and challenges is shaping the industry like never before. A staggering number of over 7,000 independent American breweries currently operate. The average American now resides within a mere nine-mile radius of a brewery. It is a testament to the beer renaissance in the United States.

However, this immense opportunity marks substantial challenges for indie craft brewers. Despite the pervasiveness of craft beer, two foreign companies still control the American beer market. In the quest for authenticity and transparency, many craft brewers have chosen to support the Brewers Association's Independent Craft Brewers Seal. This signifies a commitment to genuine, independent craft brewing.

Bold Move
Dogfish Head Brewery stands at the forefront of this movement. It proudly displays the Independent Craft Brewers Seal on their beer packaging. It includes all their coastal Delaware locations. They passionately share the significance of the seal with the hundreds of thousands of visitors they welcome each year. What's heartening is that over 4,000 independent craft breweries have joined Dogfish Head in embracing this emblem.

In the US alone, the quality of beers produced by the multitude of breweries is diverse. But, the lack of transparency in the marketing strategies of large brewing conglomerates is disheartening. These mega-corporations market their products as if they were still small, independent American breweries.
In response to this, Dogfish Head has taken a bold step. It prominently features the Independent Craft Brewers Seal on their most popular beer, the 60 Minute IPA.

Amplify the Dialogue
This move, Dogfish Head believes, serves as a platform for amplifying the dialogue around transparency and authenticity in the beer industry. It draws a clear line in the sand, emphasising the importance of consumers knowing the true source of the beer they're purchasing. The brewery is advocating for both large and small brewers to be forthright in their marketing and packaging.

Dogfish Head's experience has revealed a strong desire among consumers to know the real origins of the beer they enjoy. They obtained this information through direct interactions with customers at their properties and through social media. However, they acknowledge that not every beer drinker shares this concern. Ultimately, the decision lies with the consumer, who should have all the facts before making their choice.

Expectations from Loyal Drinkers
Dogfish Head expects that the majority of their loyal drinkers will support their decision. They recognise that diversity of opinion is a hallmark of the craft beer community. The brewery welcomes feedback and invites consumers to enjoy a pint or two of 60-Minute IPA Packaging with friends and family.

In this era of American craft beer, transparency, authenticity, and the freedom of choice are the guiding principles. These principles empower consumers to make informed decisions about the beer they savour. Dogfish Head Brewery's commitment to this cause is emblematic of the ongoing transformation in the industry. It ensures that beer lovers can confidently raise their glasses to the brews they know and love.

Boston Beer Co. and Dogfish Head join forces

In a move reminiscent of the iconic "Star Wars" franchise, The Boston Beer Co. and Dogfish Head Brewery collaborated to elevate their brands to new heights. This merger was finalised on July 3, 2019, with a staggering price tag of $300 million. It united these brewing pioneers. As a result, the merger laid the foundation for an American-owned empire in the world of craft beer.

The decision to join forces was not solely a strategic one. It is a union deeply rooted in shared passion, authenticity, and innovation. Both companies have upheld these principles over the past five decades. They make their partnership a natural progression. Dave Burwick, the President and CEO of the "new" Boston Beer Co., highlights the significance of this merger. He cited complementary product portfolios and strong similar cultures and values.

With this historic collaboration, these two craft beer giants aim to create a legacy. That legacy transcends traditional brewing, venturing into the realm of "beyond beer" products. Like the Force that binds the galaxy in "Star Wars," the synergy between The Boston Beer Co. and Dogfish Head Brewery is set to shape the future of American craft brewing. The union ushers in a new era of innovation, quality, and authenticity.

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