Your favorite beer may have just gotten a makeover. To those wandering the suds store in vain searching for those classic pyramid-sporting, Tintin-esque brews, listen up: Pyramid Hefeweizen will henceforth be known as Haywire Hefeweizen (above left), and Pyramid Apricot Ale is now Audacious Apricot Ale. Pyramid Breweries, America's 11th largest brewing company and fifth largest craft brewer, just announced this "revitalized brand positioning," and we're pretty surprised by the assertive redesign.
We're not alone. "Do they make beer or energy drinks?" quipped one BeerAdvocate user. Others, however, are more blasé: At Charlotte, N.C.'s Flying Saucer Draught Emporium, which stocks over 200 beers, general manager Daniel Parks remarked, "I don't think it will change [sales] one bit."
Typically reserved brewers have been shaking it up a bit of late: Sierra Nevada named a new year-round brew Torpedo IPA, a step up from their unadorned line of Pale Ale, Porter, Stout and Wheat. In Pyramid's case, this may be due to a recent buyout by flamboyantly designed Magic Hat's parent company, Independent Brewers United. (Pyramid did not return several requests for comment). To us, Haywire and Audacious sound like sheer marketing, uh, audacity.
Will you miss the Pyramids of the past the way we will?
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