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Alaskan Amber: Exciting New Package, Same Great Taste of Alaska
Mar 15, 2008, 10:27

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JUNEAU, ALASKA - Alaskan Brewing Co. added some excitement to shelves this season with new packaging for the Alaskan Amber. The updated design features the same fishing vessel featured on the past label but with a vibrant red label and new dramatic artwork from renowned Pacific Northwest artist John Fehringer. Fans of Alaskan Amber will be relieved to know that although the bottles have a brand new look, when it comes to the recipe of Alaskan Brewing’s flagship beer, we haven’t changed a thing.

A Southeast Alaska fisherman and owner of the F/V Caribou, the featured boat on current and past Alaskan Amber labels.

The illustration on the new packaging also maintains the image of a Southeast Alaskan fishing vessel featured on the past Alaskan Amber labels since the beer’s release in 1986, but with a more true-to-life sense of place and the exhilaration of running the waters of the Inside Passage.
Alaskan Brewing co-founders Marcy and Geoff Larson recall searching for the perfect boat to represent for the Alaskan Amber beer, that is, until the morning when Marcy looked out of her window to see the fishing vessel Caribou anchored just off shore from their home in Juneau, Alaska. The brewery consulted the owner of the Caribou and other local fisherman about the rigging, equipment and even the size of the bow wake one would find with a boat of this kind.
The F/V Caribou, which is owned and operated by a local commercial fisherman represents the remote coastal lifestyle of those that call Southeast Alaska home. The new Alaskan Amber label depicting the Caribou heading out for another day in the Alaska fishing grounds invites craft beer drinkers to join in the adventure that goes along with making a living in the Last Frontier.

The new, more true-to-life look of Alaskan Amber.

“Our motivation for the 2008 package redesign was to refine the artwork and lend the vivid red of the boat to the rest of the package,” says brand manager Cindy Burchfield, “When the opportunity arose to work with John Fehringer, we knew we were on to something.” Having lived in and around Southeast Alaska since 1980, Fehringer has developed a reputation for capturing the Alaskan experience in his artwork.
Over the next two years, Alaskan Brewing will work with Fehringer to update the imagery of the entire brand line so that they are more representative of the uniquely Alaskan way of life. The complete set will continue to promote to the “family of products” produced by Alaskan Brewing Co.
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For more information about Alaskan Brewing Co., artwork or beer samples, please contact Communications Manager Ashley Johnston at pr@alaskanbeer.com and 907-780-5866, or visit www.alaskanbeer.com.


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