Glendale, WI – In early 2016 customers received a clue that the familiar look of Sprecher
Brewery’s beer labels was about to transform. For its award-winning winter seasonal, the
familiar shiny label bearing a coat of arms and the name Winter Brew had been replaced by a fun
depiction of old man winter and the words Winter Lager. Gone were the traditional imagery and
fanciful description. In their place, more contemporary art reflecting the season, the style and --
if you look closely – a visual reference to the company’s founder, Randy Sprecher. What remained was the award-winning beer inside the bottle.
Based on the positive response to the new packaging, the Sprecher design team worked on
reimagining the art of all its core beers, creating a reflective, fresh and easily recognizable look.
In March 2017, Sprecher Brewery will introduce the last of its redesigns -- the year round beers
including: Black Bavarian, Special Amber, Abbey Triple, IPA2 and Hefe Weiss. All the new
images share humor, a reference to the particular beer style, and yes, a character resembling Randy Sprecher.
When asked about the new packaging Sprecher president Jeff Hamilton replied, “We feel the
new designs better represent our beers and our company. Because of the Germanic look of our
old packaging, too often people unfamiliar with the brand mistakenly assume Sprecher is a
German brewery, or a brewery that has been around for generations. We wanted people to get
Sprecher, to know at first glance that while we make superior versions of traditional European
styles and we have fun doing it, our company is neither old world nor old school.” Hamilton
added, “Customers can continue to expect flavorful beers brewed to the highest standards. That will never change.”
Sprecher’s new packaging is expected to arrive on store shelves in mid-March.
Here’s the actual full packaging: 
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