We brought you a peek at the bottle packaging back in June, and now comes word that Leinenkugel’s have reached an agreement with Rustic Road Brewing so they can rename their Hoppin’ Helles to Helles Yeah. Details from JSOnline:
A team decided to rebrand Hoppin' Helles with the emphatic name Helles Yeah. A new problem: Rustic Road Brewing, 225-barrel brewpub in Kenosha, was already pouring its own straw-blond called Helles Yeah.
What to do?
It took a visit to Kenosha, a chat over beer and an undisclosed amount of cash to talk Rustic Road owner Greg York into giving the name Helles Yeah to Leinenkugel's. Rustic Road used Helles Yeah for its seasonal beer in March, April and May.
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