Maumee Bay Brewing Co rebrands logoWritten by Staff Reports | | email@example.com
By Dave Kubacki, Toledo Free Press Staff Writer
Though housed in one of the Toledo’s most historic buildings, Maumee Bay Brewing Company (MBBC) is creating a fresh identity. Utilizing the Anthony Wayne Bridge, MBCC recently revitalized its brand, replacing the pelican with Toledo’s iconic “High-Level Bridge.”
Over the past year, MBBC has focused on expanding its visibility in the craft beer market by releasing pub favorites including an India Pale Ale (IPA), Total Eclipse Breakfast Stout and Amarillo Brillo, which is the brewery’s double IPA. Now, with its 20th anniversary coming up in 2015, MBCC has decided to further redefine their brand.
“We decided that since we were going with bigger and better beers, we wanted to make our footprint known,” said MBBC Manager Shannon Mohr. “We wanted to let people know that [MBCC] is here.”
Working with local graphic designer Timothy Fisher, MBCC set out to create something that would tie the brand to Toledo and its historical location as part of the historic Oliver House.
“When Tim came up with that design, [MBBC’s Craig Kerr] was in the dining room, looked out the window, saw the bridge, and just thought it was perfect,” Mohr said. “When I heard more people using the bridge as a landmark to let people know where we were, it all fit together.”
For Mohr, the rebranding was more than just a way to tie MBBC to Toledo’s historic Downtown; it was strategic from a marketing perspective as well.
“The new packing just seems to pop a lot more and the colors aren’t as dark as the previous bottles,” Mohr said. “When we did our first batch of beers that we were bottling, it was really exciting for us. However, the more we stood back and looked at them on the shelf, we felt they were a little dark and blended in with other beers on the shelves. We knew our beers would speak for themselves if people tried them, but we were worried they might get missed even though they are world-class.”
While MBBC’s new packaging will begin to hit shelves in November and December, the brewery is also working on new areas of expansion. MBBC’s brew master, Jon Koester, will be releasing small batches of limited releases in the market in a series they’ve been calling the Brewer’s Cache Series. The first beer from this series, Dreamin Demon, is a Belgian strong dark ale, made with Montgomery cherries from Michigan. In addition, MBBC is also expanding its barrel-aging program.
“We just purchased some new barrels, enough that we’ll be able to bottle the barrel-aged breakfast stout,” Mohr said. “They have to age for nine months, but that will be released next year. We are thinking of doing some draft and some bottles, ideally keeping the majority of it in-house to drive traffic to the brewery. We are really hoping to build some hype around it.”
In addition, MBBC has other beers aging in bourbon barrels, including Dreamin Demon, Brewed Witch (barley wine), as well as their popular winter seasonal Blitzen. As part of MBBC’s rebranding, the IPA has been formally named Glasshopper IPA. The brewery’s new packaging hit shelves in November and is available across MBBC’s entire distribution footprint.