HomeBeerOskar Blues Expands Dale’s with a Line Extension

Oskar Blues Expands Dale’s with a Line Extension

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Dale’s American Light Lager and Dale’s American Double IPA join Dale's Pale in an new Dale's line extension. (image courtesy of Oskar Blues Brewery)
Dale’s American Gentle Lager and Dale’s American Double IPA be a part of Dale’s Pale in an new Dale’s line extension. (picture courtesy of Oskar Blues Brewery)

With the brewery’s legacy courting again to 1997, Oskar Blues Brewery honors its founder, Dale Katechis, as soon as once more with not one, however two new beers named after him.

By the years, Oskar Blues is synonymous with Dale’s Pale Ale, the primary canned craft beer. Now Dale is honored as soon as once more with two new year-round beers – Dale’s American Gentle Lager and Dale’s American Double IPA.

Together with the debut of those two new beers, all three Dale’s have obtained a model refresh. All three beers are actually packaged in a pretty purple, white & blue label that provides the beers a little bit of prominence on the shop shelf.

Along with the brand new packaging, all three beers are a part of a brand new advertising and marketing initiative from Oskar Blues entitled “Seize the Dale’s”. This all involves life inside every of the model’s advertising and marketing touchpoints together with POS and digital channels.

Listed here are further particulars from right now’s press launch…

“We’re excited to construct on the title recognition of Dale’s as a groundbreaking American craft beer by bringing collectively three steadfast and no-nonsense beers below a reputation that sends us into the long run whereas celebrating our previous,” mentioned Oskar Blues Advertising Supervisor Aaron Baker. “It might say Oskar Blues on the door of our breweries however make no mistake: Dale’s is the title this place was constructed on.”

The expanded Dale’s lineup consists of three distinct beer types that vary from sessionable to sippable, providing a full spectrum of taste to fulfill any event. The unique Dale’s Pale Ale (6.5% ABV) is joined by Dale’s Double IPA, a well-balanced Imperial IPA (9.0% ABV), which first launched in 2022. All-new to the Dale’s household is Dale’s Gentle Lager (4.2% ABV), which supplies an easy-going choice that’s gentle and crushable.

The new Dale's Mix Pack featuring Dales Pale Ale, Dale’s American Light Lager, and Dale’s American Double IPA. (image courtesy of Oskar Blues Brewery)
The brand new Dale’s Combine Pack that includes Dales Pale Ale, Dale’s American Gentle Lager, and Dale’s American Double IPA. (picture courtesy of Oskar Blues Brewery)

A blended 15-pack that includes all three Dale’s beers will encourage trial, permitting the model to recruit a variety of beer drinkers. Dale’s Pale Ale will launch with 6-packs, 19.2 oz single serve cans,15-packs and on draft. Dale’s Double IPA might be out there in 6-packs, 19.2 oz single serve cans, and on draft. Newcomer Dale’s Gentle Lager will launch on draft and in devoted 15-packs as a great selection for summer season consuming events.

The daring transfer from flagship to front-and-center is pushed by client cravings for acquainted manufacturers throughout the class and primarily based on Oskar Blues’ 2022 gross sales knowledge, which exhibits that Dale’s has a built-in and dependable fanbase. Final 12 months, Dale’s Pale Ale made up 45% of the model’s complete gross sales throughout the portfolio. Mixed with Double Dale’s, the 2 SKUs made up almost 60% of the model’s complete quantity in 2022. With an attention grabbing contemporary look impressed by basic Americana, Dale’s has a chance to make additional affect at retail, reaching a brand new technology of beer drinkers whereas additionally reinforcing its sturdy connection to craft beer loyalists.

Oskar Blues is supporting this focus by kicking off Seize the Dale’s — a brand new 360-campaign to develop nationwide model consciousness with an anthemic name to motion paired with messaging primarily based every so often. The marketing campaign will assist drive gross sales and attain the target market by way of paid and earned digital media efforts, a brand new @drinkdales Instagram, in-retailer POS, in addition to in taproom and on-premise activations all year long.

Model companions and sponsorships will provide beer drinkers a further alternative to Seize the Dale’s, as Oskar Blues has inked a deal as a 4-year sponsor of the Colorado Rapids Main League Soccer group. Dale’s would be the group’s official craft beer with premium model placement on signage and merchandise all through the stadium, together with a Dale’s branded bar and patio. Dale’s will even be featured at high-profile occasions together with the 2023 Nationwide Powerful Mudder collection.

Whereas the Dale’s household is a precedence, the Oskar Blues lineup continues to incorporate fan-favorites resembling Hazy Blues IPA, and an experimental Mutant IPA collection which might be out there year-round. Legacy choices like Mama’s Little Yella Pils (Bohemian Pilsner), Previous Chub (Scotch Ale), and Ten FIDY (Imperial Stout) proceed to be an necessary a part of the Oskar Blues portfolio. A brand new OB15 Blended Pack of 15 will characteristic all kinds of types starting from Pale Ale to IPA, providing beer lovers the possibility to discover and uncover new favorites.

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