In an effort to better match the tastes of its gluten free brew to its brand look, New Planet Beer Co. announced the re-launch of its website and revamping its packaging, label and logo.
New Planet hopes the new graphic design incorporating a green label and reverse white type will make its name stand out on the shelf and in the bar, while exuding the feel of a gluten-free drinking experience.
“Our original packaging confused our fans. Some knew us by New Planet, and some knew us by the actual names of the beer, like Tread Lightly Pale Ale and Off Grid Pale Ale,” said Pedro Gonzalez, co-founder of New Planet Beer Co. “We didn’t want to get stuck with those names. We are now clearly branded as New Planet so there’s no confusion.”
Each bottle has the same bold New Planet design and only the style name changes. The company currently offers three award-winning styles — Blonde Ale, Pale Ale and Raspberry Ale. Gonzalez says the company will introduce a lot of variety, new styles and new flavors in the New Year.
To complement the packaging and its expanding market, the company also launched a new website: www.newplanetbeer.com. One handy feature is the Beer Locator button, where consumers can simply plug in their zip code and all the accounts that carry New Planet from a one-mile to a 500-mile radius can be found. Consumers can also find gluten-free recipes to pair with their beer.
New Planet beers are made with all-natural gluten-free ingredients, processed with care to avoid cross contamination, and tested regularly to assure compliance. Hence, New Planet Beer is in full compliance with federal gluten-free labeling regulations and is justly labeled and advertised as truly and purely gluten free.
“We are gluten free from start to finish and all the ingredients we use are posted clearly on the label,” Gonzalez said.
New Planet is available in 42 states and recently expanded its production capabilities to keep pace with demand. New Planet plans to increase capacity by 50 percent in 2013.
New Planet Beer Co. began operations in September 2009 and is based om Boulder, Colo.