Great Divide Unveils New Packaging & Updated Icons

Given the opportunity to reimagine its packaging, Great Divide Brewing Co. knew the final product needed to imbue Bold Character, a throughline that permeates much of how the brewery operates. It’s an ethos that has driven Great Divide since its inception in 1994 and is reflected in the largest packaging refresh since transitioning to cans in 2015. 

When I first started thinking about artistic representations of the beer I was brewing, I knew it had to be bold and eye-catching,” said founder and president, Brian Dunn. “Over the years, as we released new brands, it was harder to keep everything within the same system so we stepped back and imagined a way to bring everything in-line while still maintaining the icon-centric design Great Divide is known for.” 

The new packaging comes on the heels of a refreshed logo and the transition of all packaging operations back to the original brewery on Arapahoe Street in Denver’s Ballpark Neighborhood. The historic building which dates to 1924 and once housed Beach Milk [dairy] Co., is home to a new state-of-the-art KHS can line with 18 fill heads capable of running 210 cans per minute. 

“We’re excited to have everyone back under one roof,” said Vice President of Sales & Marketing, Kirk Simpson. “The new packaging ushers in a new era at Great Divide. We have the beer, we have the people, and we have the equipment to help spread the message, ‘We Still Believe!’ Expect big things from Great Divide over the next few months and beyond.”    

The new packaging features striking renderings of the revamped 12oz can with the motto “Independent Then/Independent Now.” Six-packs have already started rolling off the canning line and craft beer enthusiasts can expect to see the entire Great Divide portfolio in refreshed packaging over the next several months.   

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