Pyramid Breweries embarking on bold new adventures

[Eli the Mad Beer Man]

Revitalized Brand Positioning, New Packaging and New Names Launch in April

SEATTLE – April 16, 2009 – Pyramid Breweries, brewers of the award winning Pyramid Hefeweizen and the 2008 Brewery of the Year¹, announces the introduction of a refreshed brand positioning and bold new packaging launching in April.



Building upon its rich craft heritage, Pyramid will introduce a new look and inject a new attitude into its family of craft ales and lagers. The new brand position is an expression of the proud tradition of brewing great beer combined with the energy, activity and the community that is the essence of the cities where Pyramid brews and serves its collection of award winning offerings.

“As a craft pioneer, Pyramid is extremely passionate about our brewing and we are continually inspired by the cities where we brew, live and play everyday. We believe we have successfully distilled that enthusiasm into our beer and our new packaging,” said Mike Brown, President for Pyramid Breweries. “The robust craft beer business continues to grow with new breweries and brands arriving everyday. To remain relevant in a landscape with greater variety, we believe we must constantly evolve our brand and Pyramid is committed to providing craft consumers with interesting beers and experiences that quench their thirst for adventure.”

The updated brand will launch with bold new packaging that builds upon Pyramid’s rich heritage, icons, and color palette. Created with a “Windows of the World” theme, the updated packaging captures the recognizable Pyramid icons complete with bright new illustrations reflecting the active and dynamic urban environments Pyramid brews its variety of year round, seasonal, and specialty beers.

With the new packaging, Pyramid will introduce new names for two of its best selling ales. Pyramid Hefeweizen will become Pyramid Haywire Hefeweizen, an ale that is unfiltered like life itself. Pyramid Apricot Ale will boldly go where no fruit has gone before and become Pyramid Audacious Apricot Ale. The beers will be the same great beers, but with new names and bold new packaging. “In essence, we’re going haywire,” remarks Brown.
To introduce the new brand elements, Pyramid will launch a consumer education campaign. The campaign, themed Same Great Beer, New Name, will inform consumers that their favorite Pyramid beers remain in the glass, yet with a fresh new face and whole new attitude. The campaign will utilize a vast array of point of sale, media, retail promotions, online messaging, and all Pyramid Alehouse and kiosk locations to communicate the new message and packaging.

The new packaging began shipping in early April and is expected to reach stores shelves by the beginning of May.

¹Mid-Size Brewery of the Year awarded by the Brewers Association at the Great American Beer Festival – October 2008

About Pyramid Brewing Co.

Pyramid Brewing Co. is a leading brewer of specialty, full-flavored beers produced under the Pyramid family of ales and lagers. Pyramid beers continue to be honored by beer drinkers and judges, earning the most craft beer medals in the last decade at the prestigious Great American Beer Festival (GABF). Since its beginning, Pyramid beers have received a total of 21 medals at the GABF. The brewery has also been awarded seven medals in international competition at the World Beer Cup.

The Company owns two Pyramid Alehouse restaurants adjacent to its full-production breweries in Berkeley, California, and Portland, Oregon, respectively, and three Pyramid Alehouses in Walnut Creek and Sacramento, California, and Seattle, Washington. More information about Pyramid Breweries is available at www.PyramidBrew.com

For More Information Contact:
Mike Brown
Pyramid Brewing Co.
Media Relations
Ph: 206-682-8322 Ext. 215