Fall 2021 Hop Art Exclusive

Great Lakes Crushworthy Lo-Cal Citrus Wheat Wins 2021 Colored by INX Can Design Contest

Refreshing and bright, Crushworthy’s can looks just as good as the beer tastes.

Available since spring 2021, Great Lakes Crushworthy Lo-Cal Citrus Wheat is a “better-for-you” wheat ale with just 105 calories and 4% ABV. This sessionable beer has a light body and bursts of real citrus aroma and flavor thanks to the addition of orange and lemon purée & peel.

GLBC’s creative team with their winning design: Adam Ritterspach, Megan Monsman, Jameson Campbell and
Marissa DeSantis

Crushworthy is Great Lakes Brewing Co.’s (GLBC’s) first entry into the low-calorie space and it joins the brewery’s growing portfolio of core offerings in cans. “We’re excited to bring another unique style to our year-round brand family,” says GLBC’s CEO Mark King. “Crushworthy is lighter and fruit-forward with a really delicious and crushable flavor. It fills a need for active and wellness-minded drinkers who don’t want to sacrifice craft, body and taste when choosing a beverage.”

In addition to hitting the mark in the better-for-you category, Crushworthy’s label art is also racking up recognition, winning the 2021 Colored by INX Can Design Contest. Crushworthy’s can art, created by artist Sam Hadley, features a tattoo-style illustration of a juicy, citrus heart framed by bright yellow accents. The design speaks to Crushworthy’s playful and crushable nature, as the beer makes a perfect match for year-round recreation and relaxation.

The Crushworthy
can features three
colors from the
INX metal color
catalog, bringing
the tattoo-inspired
artwork to life

After being selected by INX’s panel of judges as a top five finalist, Crushworthy captured 35% of total votes cast by the public through a Facebook voting platform. GLBC’s Creative Manager Jameson Campbell took home the honors for bringing illustrator Sam Hadley’s tattoo-inspired artwork to life with his creative team of collaborators and help from INX’s metal color catalog.

All of the contest entries submitted were created by designers who used the popular INX Metal Color Catalog and required the use of no fewer than two colors from the INX Color Perfection library. The catalog allows the GLBC design team to streamline can design and packaging production to give them crucial, impactful results each time they introduce a new brand.

“We’ve loved seeing how positively people are reacting to our Crushworthy beer and can design since its release,” says Marissa DeSantis, GLBC’s Marketing Manager. “When we first shared news of our award on social media, we got even more love from our fans. You drink with your eyes first, so it feels good to know that our packaging is drawing people in, and that the efforts we put into each and every one of our designs are being enjoyed by so many.”

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Draught Lines

Draught Lines is a seasonal magazine dedicated to the craft beer experience.