From Wasatch & Squatters:
Salt Lake City, UT – June 19, 2014 – Utah’s original craft brewers, Wasatch Brewery and Squatters Craft
Beers, unveil new packaging paired with a growing portfolio of artisan ales and lagers in a variety of
year-round and seasonal styles.
Craft breweries operating in the U.S. have grown from 100 in 1980, to more than 2,500 today. Grabbing
consumer attention is not only by a breweries reputation of product quality, but more and more by shelf
presence. Squatters and Wasatch utilized the talent of Sandstrom Partners for brand development
strategy.
“We went back to the beginning of the story... 1986, when we created the Wasatch beer culture hidden
behind the veil of Utah,” Wasatch founder Greg Schirf recalls. “Utah is an amazing place, with amazing
people who make amazing beer. The opportunity to brew a little irreverence has been our style from the
start; we pulled from historical label graphics and had illustrations painted by Howell Golson, creating
impactful branding reflecting our edgy personality.”
“Make no mistake, evolving established brand identities is no enterprise for the weak of heart. It’s a
demanding process that won’t always corral everyone’s enthusiasm” expressed Greg Schirf, “it takes a
committed and progressive team.” The brewery continues to grow apace; adding members to the
brewery team, a high-speed elevated de-palletizer and other cool brewer’s toys recently commissioned
to support the 400-per-minute bottling line and new canning line.
“We approached evolving Squatters visual identity with the same passion and attention to detail we’ve
always applied to crafting our beers – nothing but the best ingredients: a truly gifted team, and the
requirement that it has to be fun,” said Peter Cole Squatters founding partner, a broad, almost naughty,
smile illuminating his face. “I’m thrilled with the new Squatters packaging, I feel it truly reflects the core
values we’ve had for 25 years; provide our customers finely crafted, satisfying and interesting beers,
maintain a solid commitment to our community and our planet, while providing great jobs and
opportunities for the people we work with – now almost 500 company-wide.” Squatters utilized
photographs, and a traditional and earthy framework to reflect the real essence of each beer.
“It’s been a whirlwind these last few months, but the results of our investments have blown us away –
growth is over 43% year to date and that’s before all our new packaging is fully implemented. Looks like
we’re gonna have to build a bigger boat!” Greg Schirf toasts.
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UTAH’S PIONEER CRAFT BREWERS
WASATCH BREWERY • SQUATTERS CRAFT BEERS
UNVEILS NEW PACKAGING
WASATCH YEAR ROUND BEERS
• GHOSTRIDER WHITE IPA (6% ABV - 12 oz. bottles & cans)
• DEVASTATOR DOUBLE BOCK (8% ABV - 12 oz. bottles & cans)
• WHITE LABEL BELGIAN WHITE ALE (6% ABV - 12 oz. bottles)
• POLYGAMY PORTER (4% ABV - 12 oz. bottles)
• APRICOT HEFEWEIZEN (4% ABV - 12 oz. bottles & cans)
• EVOLUTION AMBER ALE (4% ABV - 12 oz. bottles & cans)
• PROVO GIRL PILSNER (4% ABV - 12 oz. cans)
WASATCH SUMMER SEASONAL BEERS
• LAST ONE IN LAGER (5.6% ABV - 12 oz. bottles)
• RASPBERRY WHEAT (4% ABV - 12 oz. bottles)
SQUATTERS YEAR ROUND BEERS
• HOP RISING DOUBLE IPA (9% ABV - 12 oz. bottles & cans)
• OFF DUTY IPA (6.5% ABV - 12 oz. bottles)
• WEE PEAT SCOTTISH ALE (5.6% ABV - 12 oz. bottles) NEW
• FULL SUSPENSION PALE ALE (4% ABV - 12 oz. bottles & cans)
• RESPECT YOUR MOTHER ORGANIC AMBER (4% ABV - 12 oz. bottles)
• AMERICA WHEAT HEFEWEIZEN (4% ABV - 12 oz. bottles)
• CHASING TAIL GOLDEN ALE (4% ABV - 12 oz. bottles)
• OUTER DARKNESS IMPERIAL STOUT (10.5% ABV - 750 ml. bottles)
SQUATTERS SUMMER SEASONAL BEER
• BUMPER CROP HONEY ALE (5.5% ABV - 12 oz. bottles) NEW
– Squatters Craft Beers releases two new beers: Wee Peat, a year
round traditional Scottish Ale, and Bumper Crop Honey Ale, available during the hot months of summer
to introduce Squatters new seasonal lineup.
WEE PEAT SCOTTISH ALE
Squatters brewmaster Jason Stock has been a fan of Scottish ales since his beer geek infancy; it was only
natural to design one professionally at the first opportunity. Upon taking the reins in 2011, peat malt
was a style he couldn’t wait to explore. “My assistant and I were talking about what beer to brew on a cold
misty morning, one of those mornings where everything is starting to thaw and the earthy smells
are encompassing,” remembers brewmaster Jason Stock. “We decided that an earthy, malty, smoky
beer would be delicious.” A single malt scotch appreciator as well, this seemed appropriate.
They developed a beer that would bring to mind a wonderful early morning which inspired the Scotland
golf photograph on the packaging. “Wee Peat is quickly becoming one of my favorite beers we have ever
brewed over the past 25 years,” adds head brewmaster Dan Burick. “It is well balanced with truly
interesting malt flavors at a perfect alcohol level. Everything has been all about hops for the last five
years; this is a very welcoming change.”
BUMPER CROP HONEY ALE
Bumper Crop is a light summer ale originally created to celebrate the 20th Anniversary of Salt Lake’s
Farmers Market and so beloved by locals we have bottled it for Squatters new seasonal lineup. Our
commitment to community continues to brew in the kettle as we use local honey and lavender.
“I really like the subtle flavors generated by the local ingredients. In my opinion, the honey for the most
part gets fermented out, but you can pick up a hint. The lavender on the other hand is a really cool
subtle flavor. Perfect for a hot summer day,” says head brewmaster Dan Burick. “Both of these beers
won medals in May at the North American Brewers Festival, Bumper Crop a Bronze and Wee Peat a
Sliver; out of the gate, this is fabulous.”
SQUATTERS RELEASES TWO NEW CRAFT BEERS
A SCOTTISH ALE AND BEE-YOOTIFUL SEASONAL
WEE PEAT SCOTTISH ALE
Doff the cap of this complex Scottish Ale with 5.6% ABV and in a wink you’ll be hearing Highland
bagpipes as you sip this smoky, peaty, bonnie good brew. Aye. That’s the high road, that is.
2014 SILVER MEDAL | North American Brewers Association | Scottish Style Export Category
• STYLE: SCOTTISH ALE
• Available Year Round
BUMPER CROP HONEY ALE
Like summer in a bottle, Bumper Crop starts with the gentle aromas of freshly gathered lavender and
features local honey for a soft, slightly sweet finish. At 5.5% ABV, it simply tastes bee-yootiful.
2014 BRONZE MEDAL | North American Brewers Association | Herbed, Spiced Category
• STYLE: HONEY ALE
• Available May - August
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