On Saturday, September 16th, French Broad River Brewery will preview their newly redesigned brand at the Asheville Brewgrass Festival. Since taking over ownership in June, Paul Casey and his wife Sarah engaged with a North Carolina advertising agency to refresh the brand.
“The first thing we did was add the word River back into the name. And everything about the brand design, from the liquefied type to the indigenous river critters on each can, connects the brewery to the French Broad’s natural and awe-inspiring elements,” said Trone Brand Energy Creative Director Martin Buchanan. “The Caseys believed the brewery’s connection to both Asheville’s craft beer culture and also the French Broad River that flows through it, was a story the brand should tell.”
This weekend during the festival at Memorial Stadium, French Broad River Brewery will be pouring beer from redesigned tap handles under their newly branded tent. They will feature styles they are best known for: Gateway Kölsch, Wee Heavy-er Scotch Style Ale as well as the Uluru Pale Ale, Frog Horn IPA and the debut of the North Flow Citrus Kölsch, launched to coincide with the rebrand.
“We are excited about re-engaging the community through the new branding. We believe it showcases the beer we’re known for and the Asheville community we feel a part of. It was for that reason we selected Brewgrass, Western NC’s original craft beer festival to reintroduce French Broad River Brewery, another Asheville original,” said entrepreneur and French Broad River Brewing Company owner, Paul Casey.
The rebrand preview is just one of the ways the Caseys have begun the brand’s return to capacity and growth. With the same team in place that managed the brewery prior to purchase, they have opened newly landscaped outdoor seating at their Asheville tap room, while continuing to grow brewing capacity. Before the end of the year, the new branding will expand into can and bottle distribution as well as into indoor tap room renovations.
“Expanding capacity. Renovating facilities. Reinvigorating the brand,” continued Casey. “We believe it’s time to reacquaint today’s craft beer community with French Broad River Brewery, a pioneer in the Asheville craft beer scene.”