Rivertown brewing venture Atwater Beer is in expansion mode with a new taphouse, spirits line, and a Grand Rapids restaurant on the way, but until now the familiar "Brewed in Detroit" slogan and hard hatted, mug-raising logo have been a constant. Today, the company announced plans to revamp its marketing strategy.
Beginning in January, Atwater's bottles and cans will forego the Detroit skyline and large logo in favor of stylized illustrations by artist Tony Roko. The brewery also plans to reinvent its tagline, switching to "Born in Detroit. Raised Everywhere." Additionally, the company is releasing three brews in the New Year: Going Steady IPA, a grapefruit session ale; Corktown rye IPA; and Tunnel Ram imperial bock.
Atwater makes 26 beers and distributes to 27 states and Canada. The brewery recently revealed a new beer stand in the Joe Louis Arena and, somewhat controversially, launched its new biergarten and taphouse in Rivertown over Thanksgiving weekend. Whether or not fans will pine for the original labels, anything is probably a step up from Griffin Claw's recent Donald Trump-inspired release.