Summer of Lug! Retro design & 473 ml cans for Beau’s flagship lagered ale
Beau’s Brewing Co. is kicking off the “Summer of Lug” with fun retro-style packaging for flagship Lug Tread Lagered Ale. For a limited time this summer, craft beer fans will find their Beau’s Lug Tread decked out in a throwback design for the four-packs of 600 ml bottles and four-packs of 355 ml cans. At the same time, a brand-new 473 ml single-serve tall can of Lug Tread will be joining the product mix. Single-serve tall cans of Lug Tread will be available year round.
The limited-edition packaging celebrates Lug Tread as the original “lagered ale,” a term coined by Beau’s in 2006 to describe their then-newly launched flagship brand. Lug Tread is a hybrid beer style that combines the best characteristics of ale and lager. The style is called a Kolsch when brewed in Germany, but like the Champagne wines of France, can only be called that appellation when made in the specific region of origin. The co-founders of Beau’s – located in Vankleek Hill, Ontario – settled on Lagered Ale as the best way to describe Lug Tread to the fledgling craft beer scene 12 years ago.
The look and feel of the packaging evokes the late 80s and early 90s, with flashy turquoise and pink squiggles outlining the iconic Beau’s tractor. Beau’s Art Director Michael Haddad, who heads up the graphic design team for the independent craft brewery, said it was a fun exercise coming up with the limited edition redesign. “It’s a challenge to give a well-known brand like Lug Tread a dramatic makeover, knowing you want to make sure it’s familiar enough to be recognizable on the store shelf. The new design isn’t a conventional look for craft beer, but we liked that – we want it to spark conversation, and be a fun discovery for our fans,” he says.
Look for Lug Tread in its new retro-style packaging this summer, as well as in 473 ml tall cans, wherever Beau’s award-winning, certified organic craft beer is sold.