Great Lakes Brewing Co. (GLBC) recently announced refreshed gold packaging designs for its flagship Dortmunder Gold Lager. It’s coming soon to bottles and cans, including a new 19.2-oz. can. Let’s dive in…
Cleveland’s craft lager
Dortmunder Gold Lager was one of GLBC’s first two recipes. The brand established itself as Cleveland’s original craft brew in 1988, with Eliot Ness Amber Lager. For the first time since 2020 and just the fifth time in three decades, Dortmunder will sport a fresh look. The classic recipe remains unchanged. The launch coincides with the brewery’s 36th anniversary in September.
Behind the design
The new Dortmunder Gold Lager packaging was crafted by GLBC Creative Manager Jameson Campbell. It incorporates elements from each of “Dort’s” past lives to honor its storied legacy. The design nods to the original label with rich navy blue type and accents, along with the red, white, and blue ribbon that’s adorned each subsequent version of Dortmunder’s artwork. A decorative pattern evokes the barley laurels of the brewery’s logo. “Est. 1988” flanks Dortmunder’s sporty Lager script, celebrating Dort’s significance in the Great Lakes story. The can itself is metallic gold, a glimmering expression of the beer’s name. The packaging copy speaks to Dort’s Cleveland roots and signature balance.
Cleveland crafted with mass appeal
Since the addition of a canning line in 2020, the brewery has sought opportunities to refresh its packaging with colorful designs expressing legacy and innovation, and Dortmunder’s new packaging speaks to both. “Dortmunder has been a key brand for us since the brewery’s inception and it’s a great craft lager that still holds its own today,” says Interim Co-CEO Chris Brown. Per IRI, Dortmunder Gold Lager is the top individual Craft Beer SKU in Cleveland Food, YTD, only behind Great Lakes Seasonal. While Dortmunder has a strong and loyal fan base in Northeast Ohio, Brown notes the refreshed design invites new drinkers to the brand, with respect to Dortmunder’s hometown roots.
“We wanted to give Dort a more vibrant package to celebrate our original craft lager but also pay homage to its history and call out the brand name in a bolder fashion. The other goal was to draw attention to the fact that Dort is a delicious and very flavorful lager, during a time when craft lagers are back in high demand. It’s a great time for new consumers to come into the franchise.”
The brewery begins rolling out refreshed Dortmunder Gold Lager packaging in September, in 6-Pack and 12-Pack Bottles, 6-Pack and 15-Pack 12 oz. Cans, and new 19.2 oz. Cans. Earlier this month, GLBC added Cold Rush Premium Light Lager to its portfolio, exclusively in Northeast Ohio, building on a legacy of crowd-pleasing, Cleveland-brewed craft lagers.
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