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Atwater Brewery Rolls Out New Branding and Packaging

Revamp takes artistic license in depictions of Detroit landmarks.

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Atwater Brewery Rolls Out New Branding and Packaging

(PRESS RELEASE) DETROIT — Atwater Brewery has unveiled new packaging that salutes the beer maker’s brand story and hometown pride.

The new branding honors the grit and optimism of Detroiters and includes words from the Atwater brand “manifesto” on each can with the suggestion to “… refurbish your hardworking soul.” The comprehensive packaging revamp takes artistic license in the various depictions of Detroit landmarks and skyline.

“We aren’t touching our logo,” said Mark Rieth, the brewery’s president. “We’ve been all about Detroit since we brewed our first German-styled lagers nearly 25 years ago, and we’re seriously proud of that heritage. We just wanted to give our products a more contemporary and consistent look to help them stand out, and stand together, on retailers’ shelves.”

In 2020, Atwater joined the Tenth and Blake Beer Company, the U.S. craft division of Molson Coors.

Read the full release at Brewbound.

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