When Stem Ciders acquired Howdy Beer from Post Brewing in April 2022, the move might have seemed unexpected for a company better known for its fruit-forward ciders. However, for Wilding Brands, the umbrella group that Stem started in 2024 with Denver Beer Co. and Funkwerks Brewing, the decision to carry Howdy forward was rooted in both respect for the beer’s origins and recognition of where the Lager category was headed.
“Howdy already had the key ingredients of a strong brand,” said Corey Dickinson, vice president of marketing at Wilding Brands. “American Lagers are seeing renewed energy in today’s market, and Howdy was well-positioned within that trend with a name that was memorable, approachable, and authentic. Rather than starting from scratch, we saw an opportunity to build on that foundation and take the brand further.”
Howdy’s path shows the value of building on existing brand equity rather than starting from scratch, and how scaling a legacy recipe requires as much attention to consistency and positioning as it does to production capacity.
Howdy Beer was first developed by Post Brewing in Lafayette, Colorado, and was branded as a Western Pilsner featuring Palisade hops and a sharper bitterness than the beer carries today. The early recipe gained attention and awards (2014 GABF Silver & 2016 GABF Gold), but as the brand matured, so did its profile. Dickinson said the focus since the acquisition of the brand shifted toward creating a more sessionable beer that consumers could return to pint after pint.
“Over time, we recognized that what we wanted most was to create a truly sessionable beer, something you could come back to pint after pint,” Dickinson said. “That led us to refine the hop bill and bring the bitterness down, creating a softer balance that is more refreshing while still carrying character. With Liberty hops at the forefront, Howdy today delivers the drinkability and approachability we were aiming for while still keeping its connection to tradition.”
That choice of Liberty hops also gave the beer a deeper story to tell. “First released by the USDA in 1983, Liberty was bred with Hallertau Mittelfrüh as the mother, so it carries the soft, herbal, and delicate spice character of a classic German noble hop, but with a distinctly American identity,” Dickinson said. “What could be more fitting than pairing a beer called Howdy, a word that radiates Americana, with a hop called Liberty?”
Alongside recipe adjustments, branding and positioning have evolved. Post Brewing originally marketed Howdy as a Western Pilsner, but Stem shifted the style description to American Lager last summer to remove confusion and tap into a more familiar category. The cowboy-inspired packaging remained.
“The transition from ‘Western Pilsner’ to ‘American Lager’ has created meaningful opportunities for Howdy Beer across both placements and consumer engagement,” Dickinson said. “The visual identity feels timeless, evoking the sense that it’s a beer with heritage — one your father or grandfather might have enjoyed — which enhances consumer trust and recognition.”
Production also transitioned. In its early days under Stem, Howdy was brewed through contract partnerships with Sleeping Giant and Prost Brewing. That arrangement allowed for quick scaling while Stem continued to focus on cider. But with Wilding’s formation and expansion, the beer is now produced in-house at the company’s Sunnyside facility in Denver.
“Contract brewing played an important role in getting us started, but now every aspect is overseen by our own team,” Dickinson said. “We’re fiercely committed to product quality and ingredients, and we’re fortunate to have some of the best professionals in the country — like Patrick Combs, our VP of Liquids and a Master Cicerone, and Jennifer Reddish, our Director of Quality — driving that standard forward.”
Wilding Brands’ portfolio approach also positions Howdy differently than Stem’s core cider offerings. While ciders lean toward flavor experimentation and fruit-driven appeal, Howdy maintains its own lane.
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“Howdy is very much its own brand, with a distinct personality and consumer base,” Dickinson said. “Keeping Howdy separate ensures that it can stand on its own, resonate authentically with its core drinkers, and give us the flexibility to market and sell in ways that best fit its position in our portfolio.”
As Howdy expands beyond Colorado, Dickinson said the goal is not to tie the brand too tightly to its roots but to emphasize its broader spirit.
“Although Howdy was born and brewed in Colorado, the brand is not geographically tied, either by style or identity,” he said. “Whether it’s under neon lights at your corner dive bar, around a tailgate, or beside a jukebox spinning familiar tunes, Howdy’s approachable spirit and Americana roots feel at home.”
Dickinson believes this sense of familiarity has translated into expanded opportunities in experiential channels such as festivals, sponsorships, and partnerships, where a widely understood and approachable beer style allows Howdy to resonate with diverse audiences. Case in point, this summer, Howdy Beer was a feature sponsor for several large music festivals across Colorado.
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