Indeed Moves Pistachio Cream Ale to Core Brand Offering

Indeed Brewing Company is now offering Pistachio Cream Ale year-round, transitioning it from a one-off beer to a core brand. Now in newly designed 12-ounce cans that feature artwork from Minneapolis artist Chuck U, Pistachio Cream Ale will be distributed across Minnesota and Wisconsin this week.

Pistachio Cream Ale started as an R&D project at Indeed’s pilot brewery in Milwaukee,  releasing first as a tap exclusive in the Walker’s Point taproom in February 2020. The recipe was brewed on a larger scale in Minneapolis to can and distribute in May 2020. Originally planned as a limited one-off run, its instantaneous success and cult following necessitated multiple drops throughout the remainder of the year to meet demand.

“We’ve seen the same, consistent energy from Fargo to Duluth to Eau Claire about Pistachio Cream Ale, and have tried to respond as quickly as possible to the demand. Within a year, it’s moving into our year-round lineup and has top three priority with most of our distributors,” says Sales Director Ryan Bandy. “It’s super fun—and kind of stressful—to have a hit like this where you work hard and fast to get the people what they want. We’re excited to let it loose!”

Creative Director Andy Kiekhafer led the design process, working closely with Chuck U in the brand’s evolution from one-off label to printed can.

“This was a first for a printed can label, going from the minor league to the majors, so to speak. The beer was a pretty big hit out of the gate, so we knew we had to get Chuck involved ASAP to translate it from labeled can to full-on printed can,” says Kiekhafer. “We wanted to keep some essence of the can people knew and at the same time update it in the world of Chuck U. The new can elevates the experience and translates the design to fit with the current Indeed printed can shelf set.”

Read more about the design process here:

The Goods

  • Malt: Pilsner, 6 row, corn, munich
  • Hops: Mittelfruh, El Dorado
  • Yeast: A15
  • Special Ingredients: Pistachio essence

The Stats

  • ABV: 5.5%
  • IBU: 15

The Experience

  • Visual: Pale to golden and clear
  • Aroma: Pistachio, some malt
  • Taste: Tastes simple and refreshing with a touch of pistachio nut
  • Mouthfeel: Crisp and refreshing, spritzy

Be the first to comment

Leave a Reply

Your email address will not be published.