News Brewery Ommegang re-branding

Discussion in 'Beer News & Releases' started by Cinderbike, Aug 14, 2012.

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  1. Cinderbike

    Cinderbike Initiate (74) Jan 16, 2011 Nevada
    Beer Trader

    BeerKangaroo, JxExM, Poorpatz and 2 others like this.
  2. bentonquest

    bentonquest Initiate (0) Jan 19, 2012 New York

    They look great in person, they were around at BCTC. I also like what they are doing with their limited releases and seasonals, more consistent branding all around. I also think these labels will sell better in stores.
  3. jivex5k

    jivex5k Initiate (0) Apr 13, 2011 Florida

    Yeah those labels catch the eye a lot better than the old ones, but I do like the classic ones a bit better.
    Probably will get used to these quick though, as long as the inside stays the same!
    Scrapss and DonDirkA like this.
  4. nandemo1

    nandemo1 Initiate (0) Jun 14, 2011 Virginia
    Beer Trader

    Still classy.
    Zach136 and DevilsCups like this.
  5. beertunes

    beertunes Poo-Bah (4,793) Sep 24, 2007 Washington
    Beer Trader

    As I said when this came up a couple months ago, I hate 'em. Just too hip and faddish for my tastes. The old branding would have looked good a hundred years ago, would look good a hundred years from now and look good now. These will become very tiresome very quickly and just blend in with all the other visual noise.
    tzieser, Thorpe429, waughbrew and 3 others like this.
  6. highlifeCO

    highlifeCO Initiate (36) Jan 20, 2008 Colorado
    Beer Trader

    I like the old ones better too. Those kinda look like great divide designs, each one of their beers has a figure design just like those to go with it.
    ElGallo likes this.
  7. UCLABrewN84

    UCLABrewN84 Poo-Bah (12,229) Mar 18, 2010 California

    I like the new ones better. They look great in person.
    BeerKangaroo likes this.
  8. MrDanno96

    MrDanno96 Initiate (0) Aug 26, 2009 Ohio

    Very eye catching, but still classy. I didn't think there was anything wrong with their current labels, but these ones look good too.
    DubbelTrubbel and DevilsCups like this.
  9. 3leven

    3leven Initiate (0) Jun 28, 2012 Texas

    I liked the old labels although the one for rare vos could've been made more consistent with the other labels like three philosophers. And abbey ale. I see what they're trying to do, but even as a designr I didn't like em at first glance. Hope it works out for them.
  10. SHODriver

    SHODriver Poo-Bah (1,584) Aug 13, 2010 Louisiana
    Beer Trader

    I really don't give a shit what a beer label looks like. I buy a beer based upon the quality of the contents in the bottle. I've never thought, "OOOOHHHHHH, that's a pretty label!!!! I WANT THAT ONE!!!!!!!!!!"

    a pretty label might get you a single sale but solid beer gains you a repeat customer.
  11. Dennoman

    Dennoman Initiate (0) Aug 20, 2011 Belgium

    To be honest I prefer these labels over the "mock Belgian" theme they had going, including their glasses. Looks like they're going a bit more Americana on this, and I don't see why not. Good American breweries should be proud of their identity and not try to be something they're not. Plus, I don't think these look too gawdy at all.

    My favorite American labels are still Goose Island and the Bruery. The confidence in their beer shines through beautifully and most of their bottles fit in any fine wine department.
    AHood likes this.
  12. Lutter

    Lutter Initiate (0) Jun 30, 2010 Texas

    Ive met people who thought Ommegang was Belgian until i told them "Dude, its from New York".
    AHood and azorie like this.
  13. trxxpaxxs

    trxxpaxxs Meyvn (1,310) Mar 5, 2010 New York
    Beer Trader

    Really? I think these new labels are way more classic/clean/timeless than the old ones. Look at the hennepin label:



    The new one oozes class and sophistication. If I were walking through a beer store, wearing a popped collar polo with an argyle sweater over it, I'd buy the new beer. It looks classy.
  14. Nutwood

    Nutwood Aspirant (232) Jun 30, 2012 Kentucky

    From a branding perspective, there was little or nothing tying the various styles together on the old lables.. The new ones provide nice targets for the eye when seeking the pertinent information. The artwork is clean and formal, yet fanciful and fun, which I think really expresses the brand identity very well.

    Label collectors, get your old school Ommegang while you can.
  15. trxxpaxxs

    trxxpaxxs Meyvn (1,310) Mar 5, 2010 New York
    Beer Trader

    Seriously dude !?! You have to be kidding me...

    You would be shocked by how many people by beer based on how cool it looks. We are beer geeks. We don't really care. But if you are a new start-up, you have to catch the eye of the general audience so that they buy your beer instead of the competitor's beer. The beer geek population is miniscule compared to the beer buying public at large. For Ommegang it seems to be mainly about the "average joe" consumer who wants something "special" for an occasion and buys their bottle because it looks nice. Or something like that. I guess I'm just saying that at 13.99 a bottle, it's a hard sale. And a good way to expand sales is to class it up a bit. Make it clean/timeless/high class. With the new labels, I feel like they have done just that, and will sell more beer.
  16. 3leven

    3leven Initiate (0) Jun 28, 2012 Texas

    He's right. Most people do judge a book by its cover. We get a lot of folks in the store who pick their beer based on what looks or sounds cool. Gotta admit what draws you to a beer. In design school we''re taught this psychological evaluation. That's the basis of design and packaging. You want the consumer to pick you out of all others and how do you do that.... pretty package.
    jcos, ant880 and trxxpaxxs like this.
  17. BedetheVenerable

    BedetheVenerable Meyvn (1,023) Sep 5, 2008 Missouri

    I liked the old labels ok, but the new ones are really classy, fanciful but up-scale, etc as said above. I REALLY like the new Hennepin and Rare Vos over the older models. The 3 Phils is the only one I'm not sure about, but overall, I like the change. And (as someone who knows NOTHING about design) I assume that while the high quality of the contents keeps people loyal to a brand, if you want to GROW said brand, attractive packaging helps oodles.
  18. raynmoon

    raynmoon Crusader (728) Aug 13, 2011 Colorado
    Beer Trader

    I bought Trois Pistoles and Lost Abbey the first time based on its label. It was a good decision all around.
  19. kenpo23

    kenpo23 Initiate (0) Oct 8, 2009 Massachusetts

    Personally, I find the new labels to be a bit tacky...but it is just not an artistic style that I like.... I know plenty of people who would love the new label. Good for Ommegang for trying out something new.
  20. Mute98

    Mute98 Initiate (0) Sep 11, 2009 California

    Very true. What got me into craft beer to begin with was buying Arrogant Bastard because the name and the paragraph on the back of the label intrigued me. Initial exploration was also a lot more label-based, though nowadays its different. I remember I ignored Kern River's JO for a while because I thought the label looked weird (which was regrettable because that beer is awesome)

    The labels arent made with the beer geek in mind, its to gain curiosity and interest from the average person who doesn't know the differences between many of the beers right in front of them (which can be overwhelming in a place that has a huge beer selection)
  21. Melomanemusher

    Melomanemusher Initiate (0) Aug 7, 2012 Quebec (Canada)

    Branding, Labels, greats looks , don't make a beer good that's for sure but it sure helps to sells. Any breweries that takes their business seriously and put a little effort in their ''image de marque'' or labels , will be winners at the end.
  22. shand

    shand Meyvn (1,419) Jul 13, 2010 Florida
    Beer Trader

    Exactly, the branding is much better here. If someone enjoys one of your beers, you want them to easily find your other beers. That wasn't going to happen with the old Ommegang labels.
    JimDH likes this.
  23. porkinator

    porkinator Aspirant (200) Aug 26, 2009 California
    Beer Trader

    If you want to talk plain labels & contents of the beer bringing the consumer back for more, check out 99% (may not be correct figure) of Russian Rivers beers. Comic Sans anyone? I don't buy their beer for the label (however, the little design on the -tion beers are pretty interesting).
    tzieser likes this.
  24. MaxSpang

    MaxSpang Initiate (0) Jan 28, 2011 Ohio
    Beer Trader

    They look like wine labels, which works for the styles of beers that they produce. I like'em.
  25. Azzy

    Azzy Initiate (0) Jul 16, 2012 Texas
    Beer Trader

    I like the new labels. I think they will stand out better amongst the crowd. These labels are to attract customers that aren't decisive or aren't really into craft beer. The way the beer is branded and marketed will help obtain a customer purchase, but good beer and quality will help maintain the customer.
  26. Jaycase

    Jaycase Meyvn (1,115) Jan 13, 2007 Illinois
    Beer Trader

    I'm sorry, these look terrible imo. It's like they said let's make the labels shiny and they will buy.

    The Three Philosophers one looks like a James Bond one sheet.

    tzieser, Etan and beertunes like this.
  27. Azzy

    Azzy Initiate (0) Jul 16, 2012 Texas
    Beer Trader

    Go to a store isle and look at the way beer is placed. These will stand out among others. I dont like the Witte colors but I'm sure they will grab attention of people.
  28. Dweedlebug

    Dweedlebug Disciple (371) Feb 28, 2012 Pennsylvania

    The Wegman's here puts them in the Belgian section and not the East Coast section.

    Don Feinberg sold Ommegang in 2003 to Belgian brewer Brouwerij Duvel Moortgat, brewers of the world-renowned Duvel Golden Ale. As a result, Ommegang Ales are made both in Belgium and in Cooperstown, New York. Duvel Moortgat brewed limited amounts of beer for Brewery Ommegang in 2006 to help meet demand, but has not brewed any since then.
  29. Sneers

    Sneers Initiate (0) Dec 27, 2009 Pennsylvania

    Just because a company manages to sell a lot of beer with poor design doesn't mean that better design couldn't increase sales.
  30. porkinator

    porkinator Aspirant (200) Aug 26, 2009 California
    Beer Trader

    I do agree with you, because most people want something that looks cleaner/streamlined/shiny (BMC commercials for reference). But, and I know that I'm obviously going to sound like a homer saying this (even though its about 2 hours away), but RR beers are plenty in demand. I'm sure revised labels wouldn't hurt their image at all. I was just pointing out that new shiny labels aren't a necessity if your products are selling.
  31. socon67

    socon67 Poo-Bah (1,648) Jun 18, 2010 New York

    I spoke with a rep from Ommegang in the spring abou the new labels. It is a part of their re-branding. The original lables didn't give the same look, which is what they are going for. From a visual standpoint, it does make the bottles look consistent.
  32. BeerNDoggerel

    BeerNDoggerel Zealot (500) Mar 13, 2011 Illinois

    I simply love their beer.

    Give me a Hennepin on a hot day. Open a Rare Vos on a casual evening.
    Who cares about the label?
    Scrapss and porkinator like this.
  33. cneville

    cneville Initiate (0) Sep 16, 2010 Ohio

    consistency in labeling doesn't always make it more appealing, see:

    while these are hideous, it's the inside that matters.
  34. beertunes

    beertunes Poo-Bah (4,793) Sep 24, 2007 Washington
    Beer Trader

    Or Surly. Their cans are garish and hideous. Their beer is tasty though.
    luwak likes this.
  35. 3leven

    3leven Initiate (0) Jun 28, 2012 Texas

    Proves that the label doesn't say anything about the contents. :slight_smile:
  36. DevilsCups

    DevilsCups Initiate (0) Mar 3, 2010 New York

    LOVE the new labels. They're especially helpful for suggesting beers.

    "Grab the Ommegang Abbey brew with the red label".
    sailorastro likes this.
  37. Azzy

    Azzy Initiate (0) Jul 16, 2012 Texas
    Beer Trader

    But if you were new to craft beer and saw those next to the ommegang which would appeal more?
  38. ao125

    ao125 Initiate (0) Dec 1, 2010 Virginia

    One thing I think these labels do is make the beer less Belgian looking. I think they embrace the American craft beer movement in a way the old ones did not. Always had to tell people they were from New York.
  39. leedorham

    leedorham Crusader (701) Apr 27, 2006 Washington

    I think they actually look more Belgian now. In fact, the silhouettes kind of remind me of something...

    tzieser, AxesandAnchors, EdH and 3 others like this.
  40. Dweedlebug

    Dweedlebug Disciple (371) Feb 28, 2012 Pennsylvania

    Ommegang Ales are made both in Belgium and in Cooperstown, New York.

    See my earlier post for the rest of the info on this.
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