Canada’s Side Launch Brewing Co has updated the appearance of its flagship beer portfolio, while also expanding into the RTD category.
The Ontario-based brewer’s new brand identity includes poster-style imagery on its beer cans that it says reflects the state’s outdoor lifestyle, including camping and surfing. The artwork was designed by local illustrator Matt Doyle.
Alongside the rebrand Side Launch has readied a ‘long-term strategic platform’ called ‘Built to Launch’. The brewer’s brand, creative & marketing lead Steve Jean explained: “Built to Launch will roll out as a full brand campaign spanning out-of-home, digital, social and ambassador-led storytelling.
“The idea is to highlight people, partners and projects that embody a mindset of momentum, creativity, and forward motion. Our first example is our partnership with professional Canadian snowboarder Mikey Ciccarelli.”
Ciccarelli was announced as the brand’s first ambassador earlier this month.
Launched in 2014, Side Launch Brewing takes its name from the sideways ship launches that apparently once defined the town of Georgian Bay, where the company was founded. Side Launch’s beer line-up was also rebranded in 2023 (above).
The latest revamp coincides with Side Launch’s expansion into RTDs with the launch of three drinks under the brand name Side Launch Spirits. A 5% ABV gin-based premix, Lemon Berry Mist, was listed in the LCBO on 1 March, priced at CAD3.45 (US$2.54) per 47.3cl can. Two more SKUs, Peach Honey Fizz and Cherry Lime Smash, have also been released.
Earlier this week, The Boston Beer Co signed a sponsorship deal for its Sun Cruiser RTD brand with the US Open men’s and women’s golf tournaments.
