Why Boulder Beer is Promoting New-Look ‘Hazed’ Cans

Using the iconic green and white Colorado license plate graphic, veteran craft brewery Boulder Beer is releasing its “Hazed” session Pale Ale in a new can for a limited time to help drive sales for the 15-year-old creation.

— Exclusivity sells: The limited-edition can was printed at Ball Corp. in Golden, Colorado and put in 8,000 cases for distribution to all 34 states of the company’s national footprint. There is no price change for the special can, but Boulder is ramping up promotions for the beer, which is sold by the six-pack.

— Promotional tie-ins: Boulder will work with Coleman coolers, using the graphics on coolers for giveaways to consumers along with off-premise display enhancers.

“The crisp green and white Colorado license plate graphics will stand out on floor stacks,” said Boulder director of marketing Tess McFadden.

— On-premise sites: Boulder is focusing on getting the cans into sports venues like Denver’s Coors Field, music venues like Red Rocks Amphitheatre near Morrison, Colorado, along with the Boulder Theater. Other various outdoor patios, golf courses and other outdoor drinking areas are being targeted as well.

“This can pays tribute to our great state, while also being a fun nod to the fact that Colorado is one of the best places in America to get hazed,” McFadden said in a release.

— Social media hashtag: Fans of the beer and the package are encouraged to use the hashtag #gethazed. This will create a sense of community to those that buy and share and also give brand recognition to potential consumers.

‘Hazed’ backstory: Originally tapped in its pub as an experimental pilot brew in 2001 as “Hazed & Infused,” Hazed has undergone a series of design refreshes throughout the years. Most recently, in late 2014, the brewery redesigned the label to simply read Hazed, which has been its abbreviated nickname from the start. Boulder also started calling it a hoppy session ale as a clearer way to describe its attributes, which checks in at 38 IBUs and 5 percent ABV.

“It’s the same brew we all know and love, with a new look” said McFadden.

Also, to continue to tap into the IPA market, Boulder plans to ship a new summer seasonal as well. This May, “Pulp Fusion” Blood Orange IPA will be the brewery’s third release among its Seasonal IPA Series.

“With IPAs and seasonals as the No. 1 and No. 2 styles in craft beer, respectively, we believe a seasonal IPA release for every season hits a sweet spot in what beer lovers are looking for on the shelves and on tap right now,” said Boulder national sales director Judd Belstock.