Last week, the Virginia Beer Co. formally announced a brand refresh that has been over a year in the making. The effort culminated with the official introduction of a new addition to its year-round lineup: Gorgeous, a 100 percent Citra IPA. Gorgeous has been available in limited quantities in the past, but due to its overwhelming popularity, the Virginia Beer team is excited to elevate it to the brewery’s core lineup going forward.
“We’ve been steadily introducing the market to the new look and feel of the packaging on our core beers since last spring,” said Chris Smith, cofounder of The Virginia Beer Co. “Brand refreshes take a lot of planning but have started to become a little more common in the industry. We thought timing the official announcement of the refresh around the new year-round status of Gorgeous would give our customers something to get excited about.”
Soft, citrusy Gorgeous Citra IPA (5.7 percent) joins three other freshly rebranded flagship beers: Elbow Patches (6.2 percent), Virginia Beer Co.’s award-winning smooth, roasty Oatmeal Stout — Saving Daylight (4.9 percent), an anytime citrusy American Wheat — and Free Verse (6.8 percent), the brewery’s best-selling Hazy IPA.
The new packaging represents a cleaner, more modern take for the seven-year-old brewery, whose original aesthetic skewed towards more of a retro look. The bright packaging, coupled with the fresh flagship beer and recent expansion to the entire state (including availability in large regional & statewide retailers), positions the brewery well for a big year. But ultimately The Virginia Beer Co. — referred to by its founders as a force for good in the form of a brewery — wants customers to know that the brand refresh was done for them.
“We want people to really understand that when we get feedback, we listen,” said Robby Willey, cofounder of Virginia Beer. “This was a collaborative effort that included feedback from everyone in our brewery’s family: our distributors, retailers, loyal customers, and the VBC team all gave feedback on the brand refresh. We’re an incredibly community-conscious brewery, and we really treated this process like a community event. And we are really excited how this new look and feel reflects not just the liquid in the cans, but our whole brand identity these 7 years after first opening our doors & taps in 2016.”