Picture Credit: Upland Brewing Company
Upland Brewing Co., Indiana’s third largest craft brewery that was begun in Bloomington, recently unveiled rāe, a new sibling beverage brand and its first product, a sparkling golden ale of the same name.
Sparkling golden ale is a style of pale ale beer that is becoming more popular nationally. The goal of Upland’s new brand is to create a new beverage that appeals to craft consumers looking for something different than what is already on the market, the company said in a press release.
“It is important for us to be more accessible to both a younger and more diverse generation,” Samantha Marr, Upland’s wholesale brands marketing director, said in a news release. “rāe is a reimagination of what consumers have been led to believe beer must taste and look like. This sparkling golden ale embraces the evolution of craft flavor profiles and packaging trends with its slim can. It will be a standout in a market dominated by sugary and artificial-tasting seltzers and canned cocktails.”
The first rāe product is made with all natural ingredients including lemon and ginger, has a 4.2% alcohol by volume (ABV) and 110 calories. To create rāe, Upland Wholesale Brands used an outside firm, SMARI, to conduct market research.
Upland Brewing also used artificial intelligence to create the slim can design for the first rāe item. It was first time the company has tapped AI for any part of beverage creation intended for wholesale distribution.
“Twenty-five years ago, Upland Wheat Ale led the introduction of quality craft beer to so many Indiana consumers. The new rāe brand promises to bring light, both figuratively and literally, to a marginalized consumer group that represents the next generation of craft beer drinkers,” said Eddie DeSalle, president of Upland’s wholesale division.
Customers can find rāe where Upland Brewing Co. products are sold, including bars, specialty grocery stores, chain outlets and liquor stores.
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Article written by: Carol Kugler, The Herald-Times
Read the full article here: https://www.heraldtimesonline.com/story/lifestyle/food/2024/05/15/upland-brewing-adds-new-brand-ale-changes-at-bloomington-restaurants/73513275007/
See the full article from Upland Brewing Company here: https://uplandbeer.com/news/upland-brewing-company-targets-the-next-generation-of-craft-consumers-with-launch-of-beverage-brand-rae/
