Pottstown >> Sly Fox Brewing Co. has begun rolling out a new look to the packaging of its core brands and seasonal brews. And it has announced plans for two new offerings — a year-round brew and a seasonal ale.
The branding “refresh,” according to Brewmaster Brian O’Reilly, has already been rolled out on the company’s website and can be seen on some merchandise offerings online.
“It’s been a little nerve-wracking getting everything up-and-running,” O’Reilly said in a recent interview. “A brand refresh is kind of like changing your hairstyle. You’re still the same person, and you hope people will look a second time and notice. We’re still the same brewery producing the same American- and European-style beers.”
The new packaging was also seen starting in November, on the brewing company’s Christmas Ale — a red ale made with traditional mulling spices including ginger, clove, allspice, cinnamon and nutmeg. Other packaging updates and label redesigns include label redesigns on the Helles Golden Lager, a Bavarian-style golden lager; and Pikeland Pils, a Northern German-style pilsner.
The new packaging gives the company’s Sly Fox logo a “modern update,” according to a press release. In the new design, the “Y” in the word “Sly” depicts a bushy fox tail, symbolizing the red and gray foxes indigenous to Pennsylvania, while the words “Brewing Company” reinforce the company’s reputation as one of the pioneering leaders of the craft beer movement, the release stated.
“Being 22 years in — I think it’s a maturity thing,” O’Reilly said when asked about the timing of the brand refresh. “When we started, Sly Fox was a brew pub, and when I got involved we started producing some different beers. As you get older and tenured, you get to know yourself a little better. It was time to refocus, refresh and get a new look.”
O’Reilly said the company is very excited about the new brew offerings that will soon be available. By mid-January, he said, Sly Fox will debut a new seasonal offering in 12-ounce cans: Mudlust, a coffee porter O’Reilly said the company finished brewing just before Christmas.
Mudlust “harnesses the power and spirit of your morning cup of joe and marries it with the roasted malt magic of a robustly crafted porter,” according to a description on the company’s website.
“We use whole coffee beans that are ground coarsely and steeped in the beer. Our goal is to make it balanced, so that you’re not hit over the head with coffee flavor,” O’Reilly said.
The second new release is expected in February, when Sly Fox will debut a new year-round offering in 12-ounce cans: Vulpulin IPA. The new IPA, which is described in the press release as “a mythical ‘fox-like’ ale, is hopped with Citra, Mosaic, Cascade and Centennial – and is an ode to the Pennsylvania red fox.” Vulpulin IPA will be the first new year-round offering added to the Sly Fox lineup since 2014.
“Vulpulin IPA was born from our popular Hop Project, an experimental series that showcases some of our very favorite hops,” O’Reilly said, adding that the series has been in existence since 2004. “Each batch singles out a different and distinct hop flavor. Due to overwhelming demand, we thought it was finally time for one of these incredible beers to join the regular lineup.”
Sly Fox has also expanded its outdoor patio space in Pottstown with additional seating and a small stage for live music. Starting in May, the brewery will host a Wednesday Night Music Series — which will feature both aspiring local artists and established acts. A 9-hole Disc Golf Course installed adjacent to the Tastin’ Room will remain open year-round for both professionals and novices.
Since its founding in 1995 by Pete Giannopoulos, Sly Fox Brewing has crafted more than 100 different craft beers. The brewing company’s year-round and seasonal offerings are available in its Pottstown and Phoenixville brewpubs, as well as bars and restaurants in Pennsylvania, Connecticut, New Jersey, New York Maryland, Virginia and Washington, D.C.
For more information about Sly Fox Brewing Co. visit www.slyfoxbeer.com
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