Rogue Ales & Spirits has revealed a fresh new look for its Dead Guy Ale and introduced 12-ounce cans for the first time. The updated design features a bigger and bolder Dead Guy, who has come down off his barrel, with a black, white and silver color scheme.
“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.”
Originally brewed and bottled in 1990 as a Dia de los Muertos beer for a Portland Tex-Mex restaurant, Dead Guy Ale quickly became a favorite among craft beer drinkers. For the last 26 years, the Dead Guy Ale label featured a beer-clutching skeleton with crossed arms and a beehive hat sitting on a barrel. Although there have been small tweaks to the label over the years, this new look marks the first major redesign for Dead Guy Ale’s packaging. From its inauspicious beginnings to becoming one of the most recognized bottles in craft beer, the Dead Guy Ale label has always been designed in-house.
Dead Guy Ale’s new look will be available in 12-ounce and 22-ounce bottles, and in all new 12-ounce cans starting February 15.
Rogue Ales & Spirits is an agri-fermenter founded in Oregon in 1988 as one of America’s first microbreweries. Rogue has won more than 1,800 awards for taste, quality and packaging and is available in all 50 states as well as 54 countries. Since 2008, Rogue has remained committed to saving the terroir of Oregon hops, barley, rye, wheat, honey, jalapeños, and pumpkins one acre at a time by growing its own.