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Unlocking Flavor and Branding: The Rise of 19.2-Ounce Craft Beer Cans

B. Kline — Thu, 14 Sep 2023 17:02:53 +0000

In the ever-evolving world of craft beer, innovation isn’t limited to what’s inside the can. Breweries across the globe are changing the game with 19.2-ounce cans, known as “Imperial pints” or “tallboys.” These larger-than-life cans are making waves in the industry for a myriad of reasons. In this article, we’ll explore why breweries are opting for 19.2-ounce cans and how they impact everything from branding to convenience.

Standing Out on the Shelf

Terrapin Brewing 19.2 oz cans on store shelves

In a sea of standard 12-ounce and 16-ounce cans, 19.2-ounce cans make an immediate impression. Their towering presence on store shelves demands attention. Craft breweries understand the importance of catching consumers’ eyes, and these distinctive cans do just that.

The 19.2 oz cans are especially visually more appealing in the small store fridges at gas station convenience stores like Sheetz, Rutters, WaWas, etc. In Central PA you can find a host of craft beers like New Trails’ Broken Heels and Double Broken Heels, Troegs’ Perpetual IPA and Sunshine Pilsner, and you can also find some AB InBev owned craft breweries beers like Goose Island’s Neon Beer Hug and Tropical Beer Hug; as well as some lower quality beers like Natty Daddy’s and the Steel Reserves.

Perceived Premium Quality

New Trails Broken Heels and Double Broken Heels in 19.2 oz Cans

Craft beer enthusiasts appreciate the finer details of their favorite brews. The larger size of 19.2-ounce cans can create a perception of premium quality. Craft breweries often use these cans to signal that their beer is something special, worthy of the discerning palate.

There is a growing trend of using the 19.2 oz cans for shelf space too for craft breweries and how this sets them apart and adds to the prestige of the cans. Why get a 16 oz can when you can get a 19.2 oz can for just a little bit more. The can size isn’t done by all breweries – so those who do use the 19.2 oz cans – it gives them more visibility, more perceived notoriety, and it looks as if their a bigger, more established brewery due to all of the choices they offer.

A Canvas for Branding and Artwork

Ever Grain Brewing recently rebranded some of their cans artwork and also added 19.2 oz cans of Joose Juicy

Craft beer is as much about the story and art on the can as it is about what’s inside. The extra real estate on a 19.2-ounce can allows breweries to showcase their branding, tell their unique story, and captivate consumers with stunning label designs. It’s a marketing opportunity that’s too good to pass up.

To read more about how Ever Grain Brewing Company revamped some of their cans artwork and also started selling Joose Juicy in 19.2 oz cans, check out this article: New Look? New Can? Who Dis?

Serving Flexibility

Perpetual IPA in 19.2 oz can

Some beer styles, particularly those with higher alcohol content, benefit from larger serving sizes. The 19.2-ounce cans provide the perfect middle ground. They allow brewers to package stronger beers without pushing the alcohol content too far for a single serving.

Troegs Independent Craft Brewing offer three of their flagship beers in the 19.2 oz cans: Perpetual IPA, Sunshine Pilsner, and the Troegenator. Perpetual IPA is a 7.5% ABV, Sunshine Pilsner is a 5.3% ABV, and Troegenator is a 8.2% ABV.

Convenience on the Go

Craft beer is meant to be enjoyed anywhere, from picnics to outdoor festivals. The 19.2-ounce cans strike a balance between portability and quantity. They’re the ideal choice for those moments when a 12-ounce can just won’t cut it, but a full 22-ounce bomber feels excessive.

At the Hershey Park Stadium for concerts, as well as at the Hollywood Casino concert series in Grantville – the 19.2 oz cans of Sunshine Pilsner and Perpetual IPA are amongst their best sellers.

A Responsible Choice

Lauganitas Maximus

Beyond convenience, 19.2-ounce cans offer environmental benefits. They’re lighter than glass bottles, reducing transportation costs and carbon footprints. Craft breweries often emphasize sustainability, and these cans align with those principles.

19.2 oz cans can also help save on packaging, space, and for some drinkers limits them to less drinking. Rather than drinking two beers (either 12 oz or 16 oz – which would be 24 ounces or 32 ounces in total) they might drink just one of these ‘stovepipes’ and thus only drink 19.2 ounces rather than drinking more.

Even some smaller craft breweries are offering this as their to go canned beer rather than crowlers or the glass growlers.

Conclusion and Summary

In conclusion, 19.2-ounce craft beer cans are changing the game in the industry. They help breweries stand out, convey premium quality, offer branding opportunities, provide serving flexibility, and cater to consumers’ on-the-go needs. Moreover, they align with sustainability goals, making them a responsible choice for both brewers and beer enthusiasts. So, the next time you’re browsing the craft beer section, keep an eye out for these tallboys – they might just contain your new favorite brew.

Remember to sip responsibly and savor every drop of the craft beer experience, now available in a can that’s as unique as the brew inside.

Cheers to innovation in craft beer!

A Series of Craft Beer Articles

This is just one of several in a series of over arching ‘craft beer’ related articles. Several alone in a ‘flagship’ series. In the next few weeks there will be some more that come out as well. I would like to have this general level of different ‘craft beer articles’ that everyone can kind of jump to and read and use for informative purposes, and give a better understanding for the other articles on the site.

Some of these articles are about definitions (like “What is Craft Beer?“) and others are about Craft Breweries in general like the Top 50 Producing Craft Breweries, etc.

Thank You For Reading

If you like this article, please check out our other many articles, including news, beer reviews, travelogues, maps, and much much more. We greatly appreciate everyone visiting the site!

Cheers.

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MAPS OF BREWERIES

We are also working on a project of creating printable and downloadable PDFs and resources to be able to check and keep track of all of the breweries you’ve been to. So stay tuned for that project once we are finished with the Brewery Maps of the US States.

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Have you ever picked a beer based on the can art?

AmyMWolfe — Tue, 13 Jun 2023 01:46:59 +0000

Ben’s picture of the Full Bloom can by Idiom Brewing while he was in Atlantic City for the AC Beer and Music Festival

Have you ever picked a beer based on the can art?

Have you ever picked a beer based on the can art? I’ll admit it, I did it. And it was an excellent choice!

It was during the Frederick trip for World MS Day that I wanted to grab a 4 pack when we headed out and I needed to make a quick decision. If you know me, you could have guessed the sunflower can art got my attention.

(See our Trip to Frederick MD.)

Anxiety

Amy showing off the guns (and I guess her tattoo too)

I’ve shared in another article I live with depression and anxiety (see Amy’s article from last year – Brewfests with Anxiety) I got this awesome sunflower tattoo as a symbol to always fight for my happiness despite the depression and anxiety. So, naturally I grabbed a 4 pack of the Full bloom.

Full Bloom by Idiom Brewing Company

To my delight it felt like the stars….I should say it felt like the sunflowers aligned and it was the perfect beer over a cookout this past weekend. Full Bloom comes in with a sneaky 11% ABV. This Triple New England IPA is delicious and smooth, maybe a little too smooth. It paired perfectly with the chicken, spinach and feta sausages I drank it with. It has an average rating on Untapped at 4.02, which is a bit low in my opinion. There is one review on untapped that says “May just be my new favorite” according to Meredith S., so I know I am in good company.

Full Bloom

Beer: Full Bloom
Brewery: Idiom Brewing Co.
Style: IPA – Triple New England / Hazy
ABV: 11%
IBU: N / A
Untappd Description: Full bodied and deceivingly smooth, this Triple was brewed with a mix of toasted golden naked oats and flaked oats. On top of this lush base, we threw Lotus and Citra Incognito hops into a low-temp whirlpool and then double dry-hopped with Ella, Lotus and Vic Secret. Juicy, creamy and full of a mix of nuanced flavors, like candied grape, orange, vanilla, tropical fruits and a touch of star anise.
Global Average Untappd Rating: 4.02

That first sip is light and tantalizing at the same time. This Triple IPA is the smoothest TIPA that has ever danced across my tongue. You get a few more swigs in you and you can feel that 11% tickling you. According to Scott on Untapped It is “Great balance. Sneaky 11% for sure!” The only thing I know for sure is I’m gonna try to hustle down there again soon to grab another 4 pack. Because I have one left and I’m already looking at it like “My precious”

My Preciousssssss…….

-Drink More Beer!

Weekly Column

Amy is back with her weekly column; just eight (8) days behind. Last week was a bit of a hectic week for Amy and Ben. Friday through Monday – Ben was with Drew in Atlantic City. Monday and Tuesday Amy was very busy with her tremendous work with the Alzheimer’s Association; so she took the week off from her weekly column. (Its ok Amy, we’ll forgive you this one time.)

Last night was Ben’s father’s 69th birthday. (Happy Birthday Paw Paw.) Between the festivities and Amy doing a dogsit she decided to wait until tonight (Monday, June 12th, 2023) for her weekly column.

But we certainly weren’t slacking here at The Beer Thrillers. You can read about our trip to Frederick last Tuesday – (May 30th, 2023), to go to Idiom Brewing (as well as Brewer’s Alley, and Monocacy Brewing Company) to recognize World MS Day.

To read about that trip click here: Our Trip to Frederick MD.

Ben was also busy in the convening days, with his Atlantic City trip with Drew, as well as the Renaissance Faire brewfest two days ago (June 10th, 2023).

Amy’s Column Series

Since getting back to writing for the blog after a short hiatus, Amy has started up a weekly column style writing for the blog. You can find these articles here:

Brewfests with Anxiety (Amy’s original weekly column start)
I’ve Missed Drinking (A Look at Non Alcoholic Beers)
Beer and Pretzel Review: Legends and Lore (St. Boniface Brewing Company) and Garlic Parm Pretzels (Pretzels.com)
Peanut Butter Eggs, Easter, Beer, and YAH Brew’s Shimmy Shake (Beer Review)
Cox Brewing Company: Back to Their Roots
Amy’s Day Off
It Was All A Dream (A Visit to YAH Brewing)
Just Another Weekend (A Hike at Saint Pete’s Trail and Hares Hill Brewing)
I’m Pretty Darn Lucky (Happy Mother’s Day)
Ready to Kick of the Summer
Beer Review: Beer Devil IPA (Niagara Brewing Company)
World MS Day
Have you ever picked a beer based on the can art?
You can find all of Amy’s articles here: Amy’s Archive of Articles.

For More Info About Idiom Brewing Company

The following information comes from Untappd. Idiom Brewing Company is a micro brewery from Frederick, MD. They have 339 unique beers and over 75,800 ratings with a global average rating of 3.91 (as of 6.12.23). Their Untappd description reads: “Idiom Brewing Co. has a simple goal in mind – To bring people from all walks of life together, to enjoy themselves and each other. Whether you’re a hop head looking for explosively juicy IPAs; are one of the adventurous few looking to try boozy, sour or complex flavors; or you’re just looking to enjoy classic styles and seasonal favorites, we’ll have a little something here for you!”

You can follow them on their social media pages:

Articles About Idiom Brewing Company

Beer Review: Level Up (Idiom Brewing Company)
Impromptu Two-Day Trip to Frederick Maryland
Road Trip to Monocacy Battlefield (June 19th – June 20th, 2020)
Our Trip to Frederick MD

Thank You For Reading

You can check out our different directories here: Beer Reviews, Hike Reviews, Book Reviews, Brewery News, Brewery Openings, Brewer Interviews, and Travelogues.

The Beer Thrillers on LinkTree can be found here: The Beer Thrillers LinkTree.

If you would like to reach out to us for product reviews, beer reviews, press release writing, and other media – please contact us at thebeerthrillers@gmail.com. Thank you.

Joose Juicy – New Look, New Can, Who Dis?

B. Kline — Tue, 09 May 2023 19:02:24 +0000

A new look at Joose Juicy by Ever Grain Brewing Company

New Look, Who Dis?

Ever Grain Brewing Company just announced a brand new look for Joose Juicy, and even more – the beloved beer will now also be available in 19.02 oz cans!

Ever Grain Brewing Company announced on Facebook today:

New look, who dis?

As we’ve been sipping on Joose Juicy for almost 7 years now, we’ve decided to give our flagship a new do. You will see this new look on all our 12oz and 16oz cans along with the addition of our BRAND NEW 12oz 12 packs and 19.2oz cans!

Who are the artists splashed all over our cans:

@adamrossadam

@evaredamonti_art

@bulentgultek

@maxprentisvisual

@artofedge

@paulius_ap

*Please note, we will be working our way through our previous design so you may still see this label for a time.

#crushableales #craftbeerporn #breweriesinpa #instabeer #craftbeer #evergrainbrewing #beertography #pabeer #hopculture #craftbeernation #drinklocal #seektheseal #beerthirty #paproud #supportpabeer #independentbeer #art #canart
Ever Grain Brewing Company – Joose Juicy – Facebook Announcement

19.2 oz Cans

On top of being able to get your favorite beer in 12 oz and 16 oz cans, Ever Grain Brewing has also announced that Joose Juicy will also be available in the big tall boys – 19.2 oz cans! You’ve probably seen these at Sheetz, Rutters, and WaWa’s; the New Trails Broken Heels and Double Broken Heels, Yuengling Lages, New Belgium select VooDoo Rangers, and Troegs Independent Craft Brewing’s Perpetual IPA – well now, you’ll also be able to get Joose Juicy also in those big boys!

19.2 oz cans hit the spot perfectly, a great one can shot at getting a beer you want, and at a good value.

Can Art

The artists involved in Ever Grain Brewing Company’s beer can art have done a wonderful job. You can find them at the following handles: @adamrossadam, @evaredamonti_art, @bulentgultek, @maxprentisvisual, @artofedge, and @paulius_ap.

Be sure to check them out.

Our Ever Grain Brewing Company Articles

Want to read more about Ever Grain Brewing Company? Check out our articles about them here:

For More Information on Ever Grain Brewing Company

The following comes from Untappd. Ever Grain Brewing Company is a micro brewery from Camp Hill, Pennsylvania. They have 257 unique beers and over 350,000 ratings, with a global average Untappd rating of 3.99 (as of 5.9.23). Their Untappd description reads: Ever Grain Brewing Co. prides themselves in using only the freshest, highest-quality ingredients, with a local twist. Our goal is to provide your taste buds with a new experience every time you visit our brewery. We look forward to sharing some stories with you over one of our hand crafted beers. Cheers!

You can follow them on the following social media pages:

Joose Juicy

Joose Juicy by Ever Grain Brewing Company

Beer: Joose Juicy
Brewery: Ever Grain Brewing Co.
Style: IPA – New England / Hazy
ABV: 6%
IBU: N / A
Untappd Description: Mid-Atlantic take on a New England style IPA. A strong malty back bone supporting a hop character of dank resinous hops; very piney and citrusy.
Global Average Untappd Rating: 3.91 (as of 5.9.23)

Brewery News

Interested in finding out about many other brewery openings, new locations, closings, movings, and in general brewery news? You can check out our links below:

Thank You For Reading

If you like this article, please check out our other many articles, including news, beer reviews, travelogues, maps, and much much more. We greatly appreciate everyone visiting the site!

Cheers.

-B. Kline

You can check out our different directories here: Beer Reviews, Hike Reviews, Book Reviews, Brewery News, Brewery Openings, Brewer Interviews, and Travelogues.

The Beer Thrillers on LinkTree can be found here: The Beer Thrillers LinkTree.

If you would like to reach out to us for product reviews, beer reviews, press release writing, and other media – please contact us at thebeerthrillers@gmail.com. Thank you.

Book Review: The Essential Salvador Dalí (Robert Goff)

B. Kline — Sun, 11 Dec 2022 21:31:04 +0000

Salvador Dalí

The name elicits a lot of mental imagery, the mustachioed man, the melting clocks, surrealism defined, etc. For most people you have this immediate mental image of him or his works. He is an iconic name in this age, or at least for those who know or have enjoyed artwork from the past century or so.

As I’ve stated on the blog here before, I’m not the most knowledgeable person when it comes to art; my knowledge of art is more confined to the world of comic books than it is to the world of ‘high art’. So thats partly why quick books like this one and the Essential Pablo Picasso are great little entry books for an art neophyte like myself.

But first, let’s talk about Savador Dalí; who he was, when he was born, when he died, what made him tick, etc.

Salvador Dalí from 1939 (photo courtesy of Wikipedia)

As per the opening paragraphs of Wikipedia on Salvador Dali (quick biography):

Salvador Domingo Felipe Jacinto Dalí i Domènech, Marquess of Dalí of Púbol gcYC (/ˈdɑːli, dɑːˈliː/;^[1] Catalan: [səlβəˈðo dəˈli]; Spanish: [salβaˈðoɾ daˈli];^[2] 11 May 1904 – 23 January 1989) was a Spanish surrealist artist renowned for his technical skill, precise draftsmanship, and the striking and bizarre images in his work.

Born in Figueres, Catalonia, Spain, Dalí received his formal education in fine arts in Madrid. Influenced by Impressionism and the Renaissance masters from a young age he became increasingly attracted to Cubism and avant-garde movements.^[3] He moved closer to Surrealism in the late 1920s and joined the Surrealist group in 1929, soon becoming one of its leading exponents. His best-known work, The Persistence of Memory, was completed in August 1931, and is one of the most famous Surrealist paintings. Dalí lived in France throughout the Spanish Civil War (1936 to 1939) before leaving for the United States in 1940 where he achieved commercial success. He returned to Spain in 1948 where he announced his return to the Catholic faith and developed his “nuclear mysticism” style, based on his interest in classicism, mysticism, and recent scientific developments.^[4]

Dalí’s artistic repertoire included painting, graphic arts, film, sculpture, design and photography, at times in collaboration with other artists. He also wrote fiction, poetry, autobiography, essays and criticism. Major themes in his work include dreams, the subconscious, sexuality, religion, science and his closest personal relationships. To the dismay of those who held his work in high regard, and to the irritation of his critics, his eccentric and ostentatious public behavior often drew more attention than his artwork.^[5]^[6] His public support for the Francoist regime, his commercial activities and the quality and authenticity of some of his late works have also been controversial.^[7] His life and work were an important influence on other Surrealists, pop art and contemporary artists such as Jeff Koons and Damien Hirst.^[8]^[9]

There are two major museums devoted to Salvador Dalí’s work: the Dalí Theatre-Museum in Figueres, Spain, and the Salvador Dalí Museum in St. Petersburg, Florida.
Wikipedia: Salvador Dali

He was born on May 11 1904 and died on January 23 1989. He is best known for his piece ‘The Persistence of Memory’. Dali was heavily influenced by Sigmund Freud and his ideas of dreams, father hood, castration, masturbation, and how the themes all interlink and interlock. He also became influenced by Frederick Nietzsche, and later became interested in and influenced by Catholicism and even nuclear physics and how that applies to art and life and time.

The Persistence of Memory

“The famous soft watches are nothing else but the tender, extravagant, solitary, paranoic-critical Camembert of time and space.”
Robert Goff – The Essential Salvador Dali

As mentioned, some of the central themes to Dali’s life was stuff touched upon by Sigmund Freud. Ideas, themes, illusions, dream meanings, etc are the ‘stuff’ of Freud that he lifted and used for his artwork. Using his own symbols and terminology that he and his friends crafted in surrealism (and from before), he incorporated them into his artwork. The putrefaction of items and ideas is one of the many symbols that he incorporated in his earlier works especially. Grasshoppers (which he had a phobia of), portraits of his own face / head, portraits of his father, excrement (feces on shorts, on buttocks, etc.), symbolism of masturbation, castration, clocks in states of disrepair showing the effects of time, ants and other such that lead to the putrefaction of items and symbols,

The Elephants by Salvador Dali

In a piece of work which might both scare and make my mother (a huge Elephant fan) happy, this is Salvador Dali’s “The Elephants”, created in 1948. The elephants are shown as a symbol of strength and are meant to represent the future.

The Face of War by Salvador Dali

The Face of War was drawn by Salvador Dali in the years of 1940 and 1941. A symbol of the Spanish Civil War and the looming threat of World War II. It shows the horrors, the trauma, the death, decay, and wickedness that is war personified.

The Enigma of Desire

The Enigma of Desire was drawn by Salvador Dali in 1929 and was his first piece of work sold by the Goeman’s Gallery. As in many of his works, you can find his own face in the artwork. The Enigma of Desire is meant to be a symbol of the mortality of humankind, of ourselves, of our loved ones (as in his mother, who had recently passed away, which this piece of artwork has the subtitle of ‘My Mother! My Mother! My Mother!).

Archaeological Reminiscence of “The Angelus” by Millet

Archaeological Reminiscence of “The Angelus” by Millet was painted by Salvador Dali from 1933 – 1935. It is currently housed (or lives at) The Dali Museum in America.

The Disintegration of The Persistence of Memory

The Disintegration of The Persistence of Memory was Salvador Dali’s reworking of his original The Persistence of Memory. He created it in the years of 1952 – 1954.

Book Review

The Essential Salvador Dali by Robert Goff was published in 1998 to detail the history and life of both Salvador Dali and his work. The GoodReads back blurb on the book is:

For readers who have little time to spare and are averse to art-world jargon, this series aims to provide an entertaining guide to individual artists and pop culture. Each volume presents an account of the artist’s life, personal and professional anecdotes, concise definitions of cultural and social movements that shaped the artist’s work, and colour reproductions.
The Essential Salvador Dali (Robert Goff) – GoodReads

As I said earlier, and as I said in my review for The Essential Pablo Picasso (which you can read here: Book Review: The Essential Pablo Picasso by Ingrid Schaffner), I am not a huge ‘artsy fartsy smartsy’ kinda guy. I know some art, and I have seen my share of artwork (I know it when I see it), but I’m not the most intelligent about it. I took an Art Class in college (at HACC), and Amy and I did go to the Van Gogh Interactive Experience in Philadelphia this year – but still, my knowledge and understanding of art is pretty limited. I can understand (or guess) some symbols and meaning, but a lot will go over my head. I will freely admit all of this.

So books like this and The Essential Pablo Picasso and other art themed books I’ve been reading this year and the past two or three years, have been my attempts to educate myself a bit more on the subject. This is a great little, quick, easy read that helped me better understand Salvador Dali himself, and his artwork. It gives a run down of his life, as well as little off topic – but related – subject interests like his friendship with Lorca, his wife Gala, his homelife growing up, his place of birth, the Surrealism movement itself, etc. There is also artwork on nearly every other page with descriptions of the piece of work as well, which also helps get a better understanding of Dali and his works.

This was written (by Robert Goff) by someone who loves / loved and enjoys / enjoyed Salvador Dali and his works. Its not biased though, and doesn’t come off as a fanboy gushing; but as a descriptive look back over his life and works, but the ending shows why the author thinks that Dali is still worth considering, looking at, and appreciating; versus how some like Breton say he’s not worth looking into (and thats most likely due to personal reasons from Dali’s falling out with the Surrealism group).

Hardcore Dali fans and art enthusiasts might not get a ton of out this work, but I did, and I appreciated its thoroughness in a brief and quick and concise fashion. If you are interested in learning more about Salvador Dali than it is definitely worth picking up and reading (won’t take you more than an hour or two to read it).

My GoodReads Rating: ****
My LibraryThing Rating: ****
Global GoodReads Rating (as of 12.11.22): 4.00 ( **** )

For Other Book Reviews

For other recent book reviews, you can check out:

By myself – B. Kline:

By Paul R. Kan:

Book Review: Beer and Society: How We Make Beer and Beer Makes Us (Eli Revelle Yano Wilson and Asa B. Stone)

Thanks For Reading

Thank you everyone for reading the book review. Felt like it was time to do another book review, since its been a little spell since I’ve written some. Paul R. Kan messaged me the other day, and he too will be getting another book review for the blog, so be on the lookout for that – just as a heads up.

We had a big trip yesterday. Amy, Scarlet, and I traveled down to Virginia – to Fairfax Virginia for Chubby Squirrel Brewing, then to Sterling Virginia for Rocket Frog Brewing Company’s close out bash, then to Ashburn Virginia for both Lost Rhino Brewing and Old Ox Brewery. Look for a write – up on that either tonight or tomorrow (most likely tomorrow). You can check out our Instagram to see some of the pictures of that. It was a fun day with us getting to hit up four breweries (three of which were new to us). Its sad to see Rocket Frog Brewing Company closing, but was good to see them have a huge turn out for their Close Out Bash. All four of the breweries we hit up were animal named (Chubby Squirrel, Rocket Frog, Lost Rhino, Old Ox). Thinking of maybe doing an article on the crazy animal themed / named breweries we’ve come across. Who knows, be on the lookout for it if I do.

Once again, thank you everyone for checking us out. We love doing beer reviews, brewery reviews, travelogues, hike reviews, and book reviews here on the blog. So if any of these interest you – be sure to like, follow, and subscribe. Comment as well to let us know your thoughts and opinions – we always love hearing from all of you!

Until next time,

Cheers All!

-B. Kline

You can check out our different directories here: Beer Reviews, Hike Reviews, Book Reviews, Brewery News, Brewery Openings, Brewer Interviews, and Travelogues.

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The Mad Elf Gets a Facelift : Tröegs Brewing Mad Elf Changes His Looks

BKline — Mon, 18 Oct 2021 14:45:00 +0000

The Tröegs Mad Elf through the years.

The Mad Elf Gets a Facelift

As the above picture shows, there’s been a change to our little festive mischievous elf friend over the years. Working from left to right, Tröegs Mad Elf first hit the scene in 2002, and has been the beverage of choice at Christmas (and Thanksgiving) ever since in the greater Central PA area. This marks the second update to the artwork for the Mad Elf, the last time being 2015.

PennLive article originally published in November 2015: Troegs Company Unveils New Label Designs.

Troegs and Art Work

Troegs has a long history of being very interested and engaged in artwork and artists. As is evidenced by the addition of the mural to the outside of their brewery this year. As well as their art gallery inside by the foeders. They’ve done a lot of work with local artists as well as pulling in artists from different neighborhoods and backgrounds over the years, including their work for the Fresh Fest and help with the Harris Brewery and their Imperial Pilsner.

Mad Elf Over the Years

If you go into their brewery (on HersheyPark Drive, Hershey, Pennsylvania), near where you pick up your food, you’ll see a chart giving a bit of a history of the Troegs brewery, and you will see the evolution of the brewery and their progress. On this timeline, you can see the progression and changes to the brewery, from moving to Harrisburg to Hershey, from growing in size, etc. You can see moments like when Mad Elf was mentioned by name in Playboy magazine – which at the time was a very big deal.

Likewise the Mad Elf himself has changed over the years. From a crazy skinny looking drunkard, to a weird, stout, looking drunk elf, almost with cartoon like ‘suds bubbles’ floating above him, like you’d expect to see in a Bugs Bunny cartoon, and now, back to an elf reminiscent of the old (original) elf.

For the 19 some years of its production, its interesting to see the progression and growth of the artwork and character, as well as the beer’s production, recipe, and changes. And it has certainly changed over the years. From the can and bottle labels, to the recipe, to the production, and to the size.

Mad Elf on display – October 2021

The Mad Elf Gets a Festive New Look

It was time for the Mad Elf to get a new, more festive look. …Partly due to how most people did not like the newest iteration of the elf. Many in the local beer community preferred the old Mad Elf design rather than the newest incarnation. So it seemed like it was long overdue for a new change to our beloved little drunk elf friend.

“When it came to reimagining Mad Elf, there was definitely some pressure,” says illustrator Joshua Noom, who also helped us create the new Troegenator. “But working with the Tröegs team again was great. We wanted an Elf that was friendly, fun and welcoming. I like to picture him walking around the brewery, and he knows everybody’s name. I’m really happy with how it turned out, and I hope Mad Elf fans love it, too.” Read more at blog.troegs.com. #Troegs #MadElf #PAbeer
Troegs Facebook announcement of the art change.

Mad Elf bottle with new 2021 label

From the Troeg’s blog, on the Art of Mad Elf:

Mad Elf is here, and this year he has a festive new look.
Mad Elf’s new art – created in collaboration with Florida illustrator Joshua Noom – is the fourth iteration since 2002. The art takes cues from the past while moving him mischievously into the future.
“We have a history of reimagining the Elf,” says Tröegs brother Chris Trogner. “Mad Elf is a beer that really captures the holidays for so many people. And not just beer lovers. A lot of people who don’t regularly drink beer have a special connection with Mad Elf. This new art really captures what people love about it – it’s festive, nostalgic, and a whole lot of fun.”
Troegs Beer Blog – Art of Mad Elf

Mad Elf – The Beer

Mad Elf is released today at the brewery and will be hitting distribution soon after.

If you are in the greater Central PA area, or even just in Pennsylvania, or Ohio, or New York, or New Jersey…. or anywhere in the area really…. you already know all about Mad Elf, and its release every year. Probably with the date circled already on your calendar.

The essence of this once-a-year holiday ale, along with its ruby red glow, is born from five varieties of tree-ripened cherries. Bing, Lambert, Van and Royal contribute a bright and juicy sweetness, and Montmorency adds a touch of tartness.
Local wildflower honey sweetens the celebration. Every year, when it’s time to brew Mad Elf, we source 25,000 pounds of honey from a neighbor in Carlisle, PA, called The Happy Beekeeper.
“When you taste honey, you’re getting a slice of nature,” says the beekeeper’s daughter. “And it’s best to get that pure, local source.”
Troegs Beer Blog

Today marks the annual release of Mad Elf in the brewhouse at Troegs Brewery (October 18th, 2021). It will soon be finding its way to bars and other breweries in the next few days (if not today itself), and then on to distributors large and small starting the end of the week. Troegs has a brewfinder on their site to help you find where Mad Elf might be located, you can check that out here: troegs.com/brewfinder.

Beer Thrillers Troegs Links

For other Troegs related links here on our blog, you can check out the following list. After that, will be a list of various other news articles to get more information as well.

The Beer Thrillers Social Media

(Post note: All photos presented here are courtesy of Troegs’ Social Media pages.)

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The Mad Elf Gets a Facelift : Tröegs Brewing Mad Elf Changes His Looks

The Mad Elf Gets a Facelift

Troegs and Art Work

Mad Elf Over the Years

The Mad Elf Gets a Festive New Look

Mad Elf – The Beer

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