BridgePort Brewing Co. announced the launch of two new beers yesterday. The first, Tiny Horse Pilsner, is a new year-round beer. The other, IPW (India Pale Wheat), is part of the brewery's new Deep Cuts line and will be available only in the Beervana Variety Pack.
You may also notice a new look for BridgePort. They've refreshed their branding and label designs. While I like the return of the bridge image to the label, I can't help but think BridgePort is lost in the forest when it comes to branding. About three years ago, they tweaked their labels. It wasn't a major change, but it was a move away from their iconic bridge imagery. But much more puzzling was the launch of the brewery's standalone Stumptown brand in late 2015. Candypeel IPA and ORA (Oatmeal Red Ale) were launched under the Stumptown moniker. It continues to exist with the BridgePort line, but the messaging is disjointed. What does one brand represent compared to the other? It's not apparent to me.
The bigger picture here is that big breweries are struggling to maintain market share against smaller (and newer) breweries. Samuel Adams just recently launched a major brand redesign. The Boston-based brewery has endlessly been tweaking its branding desperately trying to find something that resonates with consumers.
I think BridgePort is facing some of the same challenges. It's a tough market, and challenging to stay relevant. In my view, this rebranding won't do it. Personally, I don't like look of the new label designs. I think it's a step backward from the current look (which I happen to like). Perhaps we'll see another change in a few years.
Anyway, I've always enjoyed the beer. BridgePort IPA was one of the two beers that launched my beer journey, and it will always hold a special place in my heart. I'm glad BridgePort is adding a pilsner to its lineup, and I'm looking forward to tasting Tiny Horse. For more details about the new BridgePort beers, check out the press release below.
Tiny Horse Pilsner and India Pale Wheat Join the BridgePort Family of Beers
PORTLAND, Ore. – BridgePort Brewing Company, Oregon’s original craft brewery, today proudly announced the release of two brand new brews, Tiny Horse Pilsner and India Pale Wheat (IPW). The first Pilsner for BridgePort, Tiny Horse Pilsner’s look celebrates Portland’s well-known population of miniature horse figurines found around the city. IPW, the second new release, is part of BridgePort’s new Deep Cut series, a rotating brew selection, available only within the Beervana pack.
Inspired by the great European pilsners from Germany, Austria, and the Czech Republic, Tiny Horse Pilsner, on shelves beginning today, is BridgePort’s own spin on the classic style. Brewed with locally-sourced Pilsner malt as well as a touch of Vienna malt for a signature crisp, clean finish. The liquid is then topped with Willamette Valley hops for a perfectly balanced aroma of bitterness and floral notes. As a nod to the great European brewing tradition, BridgePort’s brewers finish this beer with a classic pilsner hop variety, Czech Saaz.
In addition to the new year-round, IPW is the first in BridgePort’s rotating Deep Cut series. Not a Hefeweizen but not an IPA either, this beer starts with a base of 50% pale malt and 50% wheat. Brewers then use Sterling, Crystal and Cascade hops in the kettle for a classic Northwest hop base. Next, they dry hop Cascades for a refreshing floral and citrus finish. Final touches on this brew include light filtering to ensure IPW’s light haze and bright hop aroma.
“We’re excited about all the new happenings at the brewery right now, especially the new brews,” states Jeff Edgerton, BridgePort Brewmaster. “Tiny Horse and IPW are both unique to BridgePort’s current lineup and we couldn’t be happier about the taste profiles each of these beers feature. But don’t just take my word for it; go grab yourself a beer and enjoy!”
For more information on BridgePort’s newest beers, Tiny Horse Pilsner and IPW, visit BridgePort’s brand new website www.bridgeportbrew.com or come down to the BrewPub at 1313 NW Marshall St.