One of America’s oldest and most storied craft beer brands is ready to reintroduce itself. Starting this week, Boulder Beer’s new look and reimagined brand will officially hit store shelves and draft lines this week.
Sadly, Colorado’s oldest indie brewer of the modern era, Boulder Beer Co., was struggling even before the pandemic started. It closed up its on-premise brewpub in January of last year, but its beers still live on. Way back in December 2019, Sleeping Giant Brewing Co. announced that it had formed a partnership with Boulder Beer Co. to keep its packaged beer brand in distribution and on store shelves without interruption.
Boulder Beer has some staying power. Despite management of Colorado’s first independent craft brewery switching hands last year, and despite the closure of its taproom, this elder statesmen of Colorado’s craft brewing is getting a facelift in 2021 thanks to a coordinated effort from some heavy hitters in the beer industry.