Hood River, Oregon’s Full Sail Brewing is freshening things up by adding Hop Pursuit IPA and Blood Orange Wheat Ale, coinciding with a rebrand of the brewery’s logo and packaging. Hop Pursuit IPA and Blood Orange Wheat are brand new year-round beers in 12oz bottles and 6-packs.
“Hop Pursuit is the ultimate celebration of Oregon agriculture and Pacific Northwest hops,” says Full Sail Brewmaster Jim Kelter. Brewers shoot a wonderfully hoppy surplus of Cascade, Mosaic, Equinox, and Simcoe into the fermenter using the Hop Shooter, dry hopping the beer and enhancing the aroma of pineapple and late hop flavors. Piney and mango notes follow with a mid-palate hint of honey. Two-Row Northwest Pale, Caramel, and Munich malts provide the right amount of malt character. Balanced by a clean, caramel malt body, Hop Pursuit’s multi-layered hop flavors lead to a crisp, assertive finish. Like the Pacific Northwest, this IPA has hops for days.
Blood Orange Wheat Ale joins the illustrious brews in the Full Sail Pub Series, a rotating series that bottles the best of the brewery’s Hood River drafts. “Blood orange, with its berry and orange notes, provides a delicate twist to this refreshing brew,” says Full Sail Executive Brewmaster Jamie Emmerson of the new Blood Orange Wheat Ale. Brewed with 2-Row Northwest Pale, malted and unmalted wheat, and a hint of citrus, Blood Orange Wheat Ale has a medium malt body with subtle orange and a crisp wheat finish. “We’re really excited to add Blood Orange Wheat Ale to our rotating Pub Series,” says Kelter, “and we’re particularly thrilled to see it launched with our newly rebranding packaging designs.”
Hop Pursuit Northwest India Pale Ale is available year round in 6-packs, on draft, and in the Full Sail Trophy Case variety 12-pack. 6.5% ABV, 65 IBUs.
Blood Orange Wheat Ale is available April through August in 6-packs, on draft, and in the Full Sail Trophy Case variety 12-pack. 5.2% ABV, 23 IBUs.
On the new refresh of packaging and branding:
“In an increasingly competitive craft-beer marketplace, we knew Full Sail’s packaging needed to be as notable and attention getting as the award-winning brews inside the bottle,” says Full Sail Executive Brewmaster Jamie Emmerson. The color palette, hand-drawn artwork and contrasting design elements that vary from package to package together tell a story about Full Sail’s environment, ingredients, geography, heritage, and taste.
A good brew starts with great water, and the new packaging’s water imagery honors this magnificent resource. “A layer of spot varnish that evokes flicker and catches the attention of your peripheral vision and hand-drawn, wavy lines in a moiré illustration style are the guiding visual elements,” says MiQ Willmott of TWEEQiM creativeLab, who penned the artwork. The revitalized Full Sail logo and coat of arms also breathe new life into the story behind the brand, highlighting Full Sail’s Oregon heritage and connection to the winds that blow through the Gorge, Mt. Hood’s majestic beauty, the mighty waters of the Columbia and the abundant agriculture that supplies the brewery.
Subtle design elements on each package serve as a nod to Full Sail’s principles and priorities. A topographical map and GPS coordinates pinpoint the brewery’s location in Hood River and the Columbia Gorge, whose natural beauty and resources have always provided Full Sail’s inspiration. Artistic renderings pay homage to Hood River’s water sources, bounty of fresh ingredients, the brewery’s commitment to environmentally sustainable practices, and of course, the award-winning taste in each and every bottle.
“There’s never been a more exciting time to be a part of Full Sail,” says Full Sail Brewmaster Jim Kelter. “This rebranding reflects our pride and heritage as one of the original craft brewers as well as our vision for the future, which – more than anything – entails continuing to make delicious beer that we know our customers love.”
The newly rebranded packages are being rolled out in Full Sail’s award-winning Amber, Pilsner, Classic IPA, and the new Hop Pursuit IPA and Blood Orange Wheat Ale.