Rogue Ales (Newport, Oregon) has redesigned the packaging artwork for their long-standing Dead Guy Ale. Additionally, this offering is now available in 12 oz. cans for the first time.
The folks at Rogue Ales brewed and bottled their first batch of Dead Guy Ale back in 1990 “as a Dia de los Muertos beer for a Portland Tex-Mex restaurant.” This German Maibock-inspired American Ale was immediately embraced by the craft beer community and it remains a fan-favorite offering 26 years later. Although the packaging has experienced subtle tweaks over the years, Dead Guy Ale has always worn a label depicting “a beer-clutching skeleton with crossed arms and a beehive hat sitting on a barrel.” Since this image is easily one of the most recognized logos in craft beer, Rogue Ales has gone with a more streamlined approach to Dead Guy Ale’s new look by boldly focusing on the skeleton. In doing so, the updated packaging manages to be even more engaging and eye-catching on the shelf.
“There were a number of iterations, but the idea came out pretty quickly,” said Rogue’s Creative Director Hagen Moore. “We wanted to make the Dead Guy larger than life, and have him stand out in a simple and unique way.”
Dead Guy Ale’s new look can be seen on 12 oz. and 22 oz. bottles, and in all new 12 oz. cans starting February 15. You can expect to find these 22 oz. bottles, 6-packs of 12 oz. bottles and 6-packs of 12 oz. cans at craft beer retailers in Alabama, Florida and throughout the rest of the expansive distribution footprint of Rogue Ales. Look for Dead Guy Ale’s fresh packaging during your next beer run to revisit this craft beer legend. Prost!
Vital Information for Dead Guy Ale from Rogue Ales
Release – Year-Round, 12 oz. cans debut February 2017
Style – American Ale inspired by German Maibock style
ABV – 6.5%
IBUs – 40
Malts – 2-Row, C15, Munich, Rogue Farms Dare™, Risk™ Malts
Hops – Rogue Farms Revolution™ & Independent™ Hops
Yeast – Pacman Yeast
Availability – 6-packs of 12 oz. bottles, 6-packs of 12 oz. cans, 22 oz. bottles & draft