NAB/Pyramid Brewing Making Strides to Win the Hearts and Palates of Craft Beer Lovers
Two years ago I spoke out against the horrid energy drink-esque labels of Pyramid Brewerand the Mountain Dew-like look of Mac’s Amber. For so long it seemed that Pyramid/Macs/Magic Hat/North American Brewers etc dating back to Portland Brewing and the beers umbrellaed under these brands (Nor’Wester, Saxer, etc) were obviously suffering from a major identity crisis. In countless pathetic attempts to rebrand themselves, the greater interest of a regional beer geek audience was frequently turned away by overthinking and playing catch up with other larger craft brands rather than trailblazing and innovating.
This lack of 
gumption in the marketing department unquestionably trickled down to every crevice of the company, unfortunately compromising the brewhouse which was producing technically flawless product that was sadly lost on mundane recipes. In our “Plea to Pyramid” I pointed out the cheese factor in employing alliteration in the renaming and rebranding of beers like the Apricot and Hefeweizen that became “Audacious” and “Haywire.” Really? I couldn’t get past the notion that 1990s recipes might somehow be audacious or daring or rebellious. To me, and others, it seemed that the company failed to take many risks. Well, unless you consider shooting themselves in the foot a risk…
Pyramid and MacTarnahan’s and all the other companies now under NAB have been twisting and turning and metamorphosing so much that they even managed to lose a segment of traditionalist who, like those loyal to Bridgeport IPA and Widmer Hefe, would have likely stuck around if it wasn’t for such heinous branding.
To their credit,the company has humbly acknowledged its mistake in moving to such poor branding, and in July 2011, they sent out a press release saying “We Hefe’d Up.” They’ve recently reverted back to traditional labels that evoke a sense of tradition and eloquent simplicity that harkens back to Pyramid’s heyday. Jeff Alworth’s Beervana blog makes many thought provoking insights in his recent “Brand Dissection: Pyramid’s New Look” post that is definitely worth a read. Here, Alworth says what I was thinking exactly:
Returning to the old brand was a great move. If you have the history Pyramid does, it’s wise to use it, not flee from it. The new designs are aesthetically pleasing, and they communicate all the things Pyramid wants: history, connection to region, and quality. It’s even a bit daring; after wandering away into total brand confusion, Pyramid had the presence of mind to cut its losses, retool, and return to the thing that made them the company they are. Good stuff all around.
An old distributor tractor trailor seen at Pyramid’s Portland brewery featured the phase “Choice is good” on the side. This was the company’s mantra from a time when having a hefe, a pale, a stout, 
and a porter was good enough. It’s true that marketing, labels, and overall branding is a bigger factor than most of us like to admit when being confronted with the daunting task of deciding a beer in today’s Northwest beer market. Decision making at the coolers at Belmont Station is an intimidating encounter for many people who would rather just stumble into a Plaid Pantry to snag a quick sixer of something easy. And though many of us might not outright admit it, beer labels do affect how many of us shop for beer. After all, brand recognition plays into our subconscious minds and often sculpts our purchasing habits. That being said, you can only polish a turd so much to realize it is still a turd. Pyramid and its sister brands have remained far from being a turd (save for perhaps NAB owned Labatt’s or Seagram Escapes), but my point is that you can’t get away with boring consumers and failing to evolve. Widmer realized this early on, and BridgePort is beginning to follow suit to a degree. But you can’t sit around and wait for everyone else to do something before you do it too. You have to be bold and stick your neck out there. This doesn’t mean you have to desert the bread and butter of your brewhouse. Just as Widmer and New Belgium understand, it’s the Hefes and Fat Tires that fund the geek brews. But you have to recognize your audience(s). It seemed to me for so long that Pyramid was trying to do a balancing act between appeasing both the Joe Sixpack and Joe Beer Geek with the same products. It has now become more evident that breweries need to invest in both to an extent, but with different products.
To Pyramid’s credit, they’ve forged ahead with some pretty interesting beers. While many aren’t ground breaking, it at least shows a concerted effort to acknowledge the evolution of craft beer and the habits of a new generation of consumers. Pyramid’s Discord CDA, Outburst Imperial IPA, Spine Tingler Belgian-style Tripel, a Maibock, and a tap-house exclusive Smoked Lager illustrate this quite well. It upsets me to hear people say that Pyramid doesn’t make good beer. This is simply not true. In fact their core lineup of beer is very well made. I believe the naysayers are fueled by the company’s lack of innovation and discernability amongst so many other brands. I vote with my dollar and I am not a loyalist to any one brand. Therefor, I will definitely give a vote to Pyramid because I enjoy drinking their beer. All of it. Even MacTarnahan’s Slingshot.
Pyramid Returns to its Roots With New Packaging Pyramid Hefeweizen, Apricot Ale and Thunderhead IPA among first to get facelift
SEATTLE, WA—Earlier this year, Pyramid Breweries announced it would return its flagship Pyramid Hefeweizen beer back to its roots. Starting this week, consumers will begin to see the beer in market with a new look that better reflects the Pyramid heritage and tradition consumers grew to rely on and love in years past. In addition to Pyramid Hefe, Pyramid’s Apricot Ale and Thunderhead IPA also underwent a packaging facelift.
“The new Pyramid design better reflects the rich tradition and heritage of the Pyramid brand and our Pacific Northwest home,” said Ryan Daley, Pyramid brand manager. “Consumers can expect to see new packaging that brings back the iconic pyramids, featured among mountains and trees, reinforcing our Pacific Northwest roots that date back to 1984.”
About the new design:
From pyramids as focal points, to font and overall tone, Pyramid’s goal was to stay true to its roots and help consumers to easily identify the beers they’ve loved for decades. New packaging highlights include:
· Pyramids: The iconic pyramids once again become the focal point of the new design, paying tribute to the brand’s original look and feel. The landscape represents the place where Pyramid Breweries was born and reinforces its Pacific Northwest heritage. Consumers can expect to see the iconic pyramids in the forefront of Pyramid packaging and branding moving forward.
· Font: Consumers will notice a shift in font for the Pyramid name, similar to a look the brand utilized in the past. The original font became a trusted symbol over the years for quality and excellence, easily allowing consumers to identify and connect with great beers.
· Design tone: The new design features a more simplistic, cleaner look that better represents Pyramid and what it stands for. Trusted, reliable and authentic, consumers can rely on Pyramid to deliver a great craft beer experience.
“Consumers spoke and we listened. What makes our beer special is its authenticity, heritage and Pacific Northwest origin. It’s about telling a story that Pyramid offers a trusted craft beer experience every time. It’s about paying tribute to our roots. The new Pyramid packaging truly reflects that,” Daley said.
The new Pyramid packaging is just one of many exciting changes on the horizon for Pyramid Breweries. In 2012, consumers can expect to see several new and exciting brews, namely Pyramid Outburst, an Imperial IPA, which will become a year-round offering beginning in February. Its popularity as a seasonal beer was so high, Pyramid decided to expand Outburst, making it available to consumers throughout the year. Approximately 11 new beers will debut in total. Additionally, five Pyramid Alehouses in Seattle, WA; Portland, OR; Berkeley, CA; Sacramento, CA; and Walnut Creek, CA will be updated to give people an enhanced Pyramid brand experience.
“We know that continuous innovation is key for our craft beer consumers,” Daley said. “We’re looking forward to 2012 as we create more unique varieties and experiences for people to discover and enjoy our beers.”
Pyramid will apply the new look to all of its year-round beers, including six and 12-pack bottles, 22 oz. bottles and draught beer tap handles. Consumers can expect to see the new packaging roll out in mid-December for its Hefeweizen, Apricot Ale and Thunderhead IPA. View the new Pyramid Packaging here. Additional styles will transition to the new design in 2012. Visit Pyramid Breweries for more information or join the conversation at www.twitter.com/pyramidbrew or www.facebook.com/pyramidbrew.
About Pyramid Brewing Co.
Based in the Pacific Northwest, Pyramid Breweries, Inc. began as Hart Brewing in 1984 and launched the flagship brand of Pyramid Ales. In 1996, the company was reborn as Pyramid Breweries and currently offers craft beers produced under the Pyramid family of ales and lag
Pyramid Returns to its Roots With New Packaging Pyramid Hefeweizen, Apricot Ale and Thunderhead IPA among first to get facelift
SEATTLE, WA—Earlier this year, Pyramid Breweries announced it would return its flagship Pyramid Hefeweizen beer back to its roots. Starting this week, consumers will begin to see the beer in market with a new look that better reflects the Pyramid heritage and tradition consumers grew to rely on and love in years past. In addition to Pyramid Hefe, Pyramid’s Apricot Ale and Thunderhead IPA also underwent a packaging facelift.
“The new Pyramid design better reflects the rich tradition and heritage of the Pyramid brand and our Pacific Northwest home,” said Ryan Daley, Pyramid brand manager. “Consumers can expect to see new packaging that brings back the iconic pyramids, featured among mountains and trees, reinforcing our Pacific Northwest roots that date back to 1984.”
About the new design:
From pyramids as focal points, to font and overall tone, Pyramid’s goal was to stay true to its roots and help consumers to easily identify the beers they’ve loved for decades. New packaging highlights include:
· Pyramids: The iconic pyramids once again become the focal point of the new design, paying tribute to the brand’s original look and feel. The landscape represents the place where Pyramid Breweries was born and reinforces its Pacific Northwest heritage. Consumers can expect to see the iconic pyramids in the forefront of Pyramid packaging and branding moving forward.
· Font: Consumers will notice a shift in font for the Pyramid name, similar to a look the brand utilized in the past. The original font became a trusted symbol over the years for quality and excellence, easily allowing consumers to identify and connect with great beers.
· Design tone: The new design features a more simplistic, cleaner look that better represents Pyramid and what it stands for. Trusted, reliable and authentic, consumers can rely on Pyramid to deliver a great craft beer experience.
“Consumers spoke and we listened. What makes our beer special is its authenticity, heritage and Pacific Northwest origin. It’s about telling a story that Pyramid offers a trusted craft beer experience every time. It’s about paying tribute to our roots. The new Pyramid packaging truly reflects that,” Daley said.
The new Pyramid packaging is just one of many exciting changes on the horizon for Pyramid Breweries. In 2012, consumers can expect to see several new and exciting brews, namely Pyramid Outburst, an Imperial IPA, which will become a year-round offering beginning in February. Its popularity as a seasonal beer was so high, Pyramid decided to expand Outburst, making it available to consumers throughout the year. Approximately 11 new beers will debut in total. Additionally, five Pyramid Alehouses in Seattle, WA; Portland, OR; Berkeley, CA; Sacramento, CA; and Walnut Creek, CA will be updated to give people an enhanced Pyramid brand experience.
“We know that continuous innovation is key for our craft beer consumers,” Daley said. “We’re looking forward to 2012 as we create more unique varieties and experiences for people to discover and enjoy our beers.”
Pyramid will apply the new look to all of its year-round beers, including six and 12-pack bottles, 22 oz. bottles and draught beer tap handles. Consumers can expect to see the new packaging roll out in mid-December for its Hefeweizen, Apricot Ale and Thunderhead IPA. View the new Pyramid Packaging here. Additional styles will transition to the new design in 2012. Visit Pyramid Breweries for more information or join the conversation at www.twitter.com/pyramidbrew or www.facebook.com/pyramidbrew.
About Pyramid Brewing Co.
Based in the Pacific Northwest, Pyramid Breweries, Inc. began as Hart Brewing in 1984 and launched the flagship brand of Pyramid Ales. In 1996, the company was reborn as Pyramid Breweries and currently offers craft beers produced under the Pyramid family of ales and lagers. With breweries in Seattle, WA, Portland, OR, and Berkeley, CA, Pyramid also owns Alehouses at all three locations and two additional Alehouses in Walnut Creek and Sacramento, CA.
Pyramid brewers have earned 15 medals at the Great American Beer Festival (GABF), including the honor of Mid-size Brewery of the Year in 2008. The brewery also has been awarded seven medals in international competition at the World Beer Cup.
ers. With breweries in Seattle, WA, Portland, OR, and Berkeley, CA, Pyramid also owns Alehouses at all three locations and two additional Alehouses in Walnut Creek and Sacramento, CA.
Pyramid brewers have earned 15 medals at the Great American Beer Festival (GABF), including the honor of Mid-size Brewery of the Year in 2008. The brewery also has been awarded seven medals in international competition at the World Beer Cup.
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About The Author
Angelo
Angelo grew up in Maine and is proud to call New England his original home. Cascadia is now his home. He fell in love with great beer in Oregon, Washington, and Northern California. He has been a correspondent for the Portland Tribune's Guest on Tap column, LivePDX.com, and has been featured in publications such as Beer Northwest and PDX Magazine. Angelo also has a great interest in independent music, and has been a booker and organizer for shows around the Portland under the name Pop Tomorrow! Angelo garnered much knowledge regarding beer from his experiences homebrewing, working at Belmont Station, Pyramid Brewing, Upright Brewing, By the Bottle, Beer Revolution, Olde Depot Public House, Falling Sky Brewing, Cascade Brewing, and from many many knowledgeable, passionate, and loving people along the way. It is Angelo's mission to bring "infotainment" and "edumation" to the readers of this website. If you have any questions or comments, or would like to contribute, please contact me at angelo@brewpublic.com
1. A “technically flawless product” does not equal good beer.
2. “Concerted effort” yes, but gone are the days where there aren’t 350 other breweries who have beers next to yours in Fred Meyer that cost the same, are more innovative and though they aren’t as “technically sound” still taste better.
3. Screw big business. Buy local, support your community. There are tons of other breweries here in town that make better beer and you know it, Brewpublic. Shame on you!
I think it’s Jim Dandy that they’ve fixed their brand identify. The “Mountain Dew” foray was pathetic. However, their beers are largely uninspiring, and some of them are pure crap… especially when compared to what else is out there in stores and pubs.
Pyramid/Macs/Magic Hat is a conglomerate…a big business owned by out-of-state interests. Why should we support an operation like that when there are plenty of small, locally-owned places that need and deserve our support? I’m surprised you would give them a shout out. I’m not on board.
Good take on beer marketing! I myself think that Outburst and Spine Tingler are excellent value beers. I would almost put them on par with the excellent value beers of Lagunitas.
Shame on me?
1. Members of our community make this beer. Pyramid develops a lot of their beer recipes locally by people who I know and care about. It’s not as if they run a huge automated brewhouse either. A lot of thought and work goes into these beers.
2. At least they are American owned and provide jobs for Americans. Do you only purchase everything locally made? Look at your clothing tags and evaluate all of your purchasing choices before attacking them. Look at the world we live in.
3. Craft beer only represents about 5% of the marketshare in the U.S., so, yes I do support their efforts and believe that all craft breweries benefit from the success of one another, at least at this point in our history.
Okay, I see your point and retract the shame on you comment. It’s great to support American business and craft beer, but somehow whenever I see this beer in the cooler all I picture is dollar signs in the eyes of some millionaire venture capitalist in New York. I’m not against that at all, make your money, that’s why our country is great. The point is their beer doesn’t hold a candle to most of the products made within a 50 block radius of my house.
I guess I’m a bit ignorant in that I didn’t know members of our community make the beer. I’m sure they are nice people and I have no problem with them making a living, doesn’t mean I think the company is any good. I’m sure tons of thought and work go into NAB beers… and then they get filtered out by shareholder interests and marketing departments who think they know what we want.
In the same vein, Jim Koch (of Sam Adams) just wrote a piece about the paradox of popularity, where the bigger you get, the more your quality is “sold out”, you know, the usual thing.
I wish he could look in the mirror and say the very same things written above to himself. It’s not about their size, it’s about what they have to offer. The recipes are old, and the beer isn’t standout good or cheap. It’ll be on the shelves next week, so what’s my motivation for buying this tired beer today?
Mergers of companies- as is tge case with pyramid/macs/magic hat is not necessarily a venture capitalist out for a money grab- in tge case of a brewer it allows you to reduce costs through scale purchasing- both raw materials and advertising, and operational redundancy- and most importantly through distribution- a grocer in kentucky is unluckly to let macs on their shelves but if magic hat says they’ll stop delivering there suddenly they can carve out shelf space- it’s all about shelf space
Fred,
NAB is owned by KPS Capital Partners.
Thanks,
Sean
I sure hope all of those who’ve called out this article in opposition haven’t had a PBR lately(contract brewed through Miller)… Nice Fair reporting Angelo. I appreciate your varying perspectives on the industry and not the over elitist, uber hyper local everything. We all like to do our part to support the local economy and if you read this blog, you undoubtedly enjoy many small local breweries. I think Outburst is a fantastic offering from Pyramid, and I still think MAC’s Amber is an excellent go to session beer. Oh, and we held our wedding reception at the Taproom so I always hold a special spot for the folks there.
As a brewer at the Portland Pyramid/Mac’s Brewery, I just want to say that we are made locally, up in NW Portland. The brewery has been producing beers through multiple ownership changes – Portland Brewing, Pyramid, Independent Brewers United, now North American Breweries. While one set of investors was replaced by another set about a year and a half ago, these most recent investors have been very good to us. Our brewery is finally receiving long neglected financial support to replace failing equipment, re-sealing floors, matching wages to industry standards, encouraging continuing education, etc. Decisions regarding the beer itself are not made by investors in New York. As brewers, we do our utmost to make great beer. I know we are not considered cool or edgy like many area breweries, but we are still in business and I am thankful opportunities to make new, interesting beers are coming along more often than any other time in the last 5 years. If you have tried our beers and don’t like them, fair enough. If you didn’t know we brew in Portland, come check out the Taproom and sample our wares at the source. I am grateful to Angelo for having us on his radar at all and is willing to both call us out and give us credit as he sees fit.
Pyramid has always made solid beers, and last year really hit high marks with me.. creating Outburst, a very good imperial IPA at the price of a regular IPA in a 6-pack. Pyramid is one of those brands that introduced me into craft beer with their American interpretation of a Hefe.. a Hefe in which I think is much better that Widmers to just make a local comparison.
I think the OWS-style comments here are funny.. and show a jaded view on business in general. People found a passion, and want to profit from it.
I look forward to trying their CDA. I heard Bridgeports doesn’t quite hold up.
I for one continue to purchase Pyramid beers because they are damn good. Cheers!
Sean- venture capital contrary to the image portrayed by in wall st can produce ROE simply by injecting money and operational excellence into a business- clearly as evidenced by pyramids advertising mix and priduct offerings they were in need of someone to steer the ship- the nature of private equity is to unload companies after 5 yrs profit or loss- in order to do that the company generally remains autonomous. As others have pointed out- you can go drink beer at the tasting room down in the industrial part of north portland- where locals work