Spring 2021 Hop Art Exclusive

UFO White

An Out of This World Brand Refresh Will Launch UFO to New Heights

Fun. Engaging. Creative. If these aren’t the words that come to mind when thinking of Mass Bay Brewing Co.’s UFO White, they will be soon.

Since 1998, UFO has been a part of Harpoon Brewery’s portfolio, but in 2016, these “UnFiltered Offerings” jumped ship to become a separate brand. After several years, it was obvious that the existing branding just wasn’t giving customers enough to get excited about. So, the decision was made to refresh the packaging to better showcase UFO as an independent craft beer brewed with quality ingredients and to reflect the curiosity and exploration behind these wheat beers.

What will change? Simply put, everything except the actual beer. From the name (which is being updated to UFO Beer Company), to the logo, to the architecture and illustration of the labels, this new packaging tells a clearer and more compelling story about the beer. Specifically, the folks at UFO decided to make a more conscious connection with outer space and the connotation of the name UFO. The clever execution gives the brand a fun, crafty look and feel that is unique among the competition. Although spaceships and outer space have been used in the branding before, both will be featured more prominently on the refreshed packaging.

As for what this new design will convey to consumers, Mass. Bay Brewing Co.’s Project and Brand Coordinator Sam Routhier explains, “It has always been important to us that UFO beers communicate approachability to consumers, but with this redesign we want quality to be just as apparent. For UFO White, that means calling out that it is brewed with orange peel exclusively sourced from California, and freshly ground coriander. It was also key for us to use packaging to tell more of a story, placing you in the night sky with a UFO and showing consumers the brand’s personality and adventurous spirit.”

In trials, the new packaging elicited strong purchase intent among UFO and non-UFO drinkers alike. Research also indicated significant preference for the new design versus the old. Consumers have shown strong positive reactions to the space direction, noting that it’s unique, interesting, engaging, fun and ownable.

Although UFO White is the first to receive the fresh look, this spring, the entire lineup of UFO beers, including Light Force, Maine Blueberry and Boarding Pass IPA, will debut new packaging, along with seasonal releases like Georgia Peach, Big Squeeze, Pumpkin and Winter Blonde.

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