Raise The Anchor
In 2021, Anchor is rising once again! This year marks the 125th anniversary of Anchor Brewing, and the brewery is excited to reinvigorate their brand, connect with new consumers and continue their legacy with a fresh new look and exciting innovations.
“Anchor’s history is earmarked with moments when we took leaps to chart new territory in the craft beer space. As we celebrate our 125th anniversary, we’re looking ahead to the next 125 years with a commitment to innovation, while retaining the heritage recipes that are the heart of the brand.” -Anchor Brewing Brewmaster Tom Riley
New Looks For Iconic Brands
The OG of craft beer has decided to celebrate their 125th year with a new, evolved logo and packaging refresh, but don’t worry, the core beers that helped pave the way for the craft beer revolution will retain their original recipes and are still handmade in San Francisco.
Anchor’s brand refresh includes new looks for iconic brands like Steam Beer and Liberty Ale, with other classic offerings like Porter and Christmas Ale will see new designs premiere later this year. These fresh new looks will help make the beers’ labels more uniform while paying tribute to the history of this legendary brewery.
Anchor’s flagship Steam Beer has a bolder color scheme and retro-modern aesthetic with some familiar elements. The anchor remains front and center and Anchor has kept the same iconic bottle, but made the label slimmer to make the bottle look sleeker. They have also incorporated two short, simple messages about the brewery’s ties to San Francisco and what a steam beer actually is.
Did You Know: Anchor Steam Beer derives its unusual name from the 19th century, when “steam” was a nickname for beer brewed on the West Coast of America under primitive conditions and without ice. While the origin of the name remains shrouded in mystery, it likely relates to the original practice of fermenting the beer on San Francisco’s rooftops in a cool climate. In lieu of ice, the foggy night air naturally cooled the fermenting beer, creating steam off the warm open pans.
Liberty Ale retains its original patriotic color scheme of red, white and blue in this simplified new design that puts the Anchor Brewing logo front and center. Eagle-eyed fans can still catch our national bird on the back of the can, alongside the beer’s story and quick tasting notes.
Did You Know: Liberty Ale was first brewed to celebrate the bicentennial of Paul Revere’s historic ride. As the first modern American IPA brewed after prohibition and the first modern American single-hop ale and dry-hopped ale, Anchor’s Liberty Ale is the original craft brewed ale and the historic beer that started a revolution.
Soon to be available as part of Anchor’s Meet the Fleet Variety Pack, California Lager has undergone a significant transformation, thanks to a minimalist crisp white and green color scheme. And don’t worry, California Lager’s trademark grizzly bear still makes an appearance on the back of the can.
Did You Know:
Anchor’s roots go back to the Gold Rush, before icehouses and modern refrigeration made traditional lagers a viable California option. In 1876, thanks to an ice pond in the mountains and a belief that anything is possible in the Golden State, a little brewery named Boca created California’s first genuine lager. Anchor California Lager is the brewery’s re-creation of this historic American beer.
Though Anchor remains one of America’s most iconic craft breweries, decades without a significant brand refresh left the brewery feeling that their impact on the beer aisle was not what it could be. Their new labels and packaging are bright and simple to catch the attention of fans old and new, while emphasizing the Anchor logo to create brand cohesion and clarity.
The brewery’s original packaging was much beloved, but Anchor is confident that their new approach will soon win over hearts and minds, not just of die-hard Anchor drinkers, but of a younger generation of beer-lovers as well.