White River Brewing Co. Rebrands

White River Brewing Co. opened in the Historic C-Street district of Springfield, Missouri, in 2013. From the start, the production brewery has done things a little differently: Instead of releasing traditional six-packs, White River filled 750-milliliter bottles with extra-boozy European-style beers like Tavern Creek Tripel, which has a whopping 9.2-percent ABV. As word spread about the new brewery, so did demand. The tasting room, which was once only open by appointment, now fills up Wednesday through Sunday, and beer is now available in smaller, single-serving cans as well as bomber bottles. The latest switch came this March when the brewery gave its branding a modern makeover and reduced the ABV of its beers.

The updated look arrived with new head brewer Stacey Uchtman, after brewing at Piney River Brewing Co. The original labels featured imagery of Ozarks waterways and a color palette of earthy oranges, greens, reds and browns – but that color scheme, although meant to reflect the local wilderness, was also lacking shelf appeal, Uchtman says. The new labels feature brighter, bolder colors with more pops of white to make the cans stand out on store shelves. In March, the beer roster was also refined when three of White River's flagship brews – Copper Creek IPA, Tavern Creek Tripel and The Prongs Pale Ale – were retired. In their place, White River introduced Spring Fed golden ale, C Street Pale and Gravel Bar IPA, and with distribution up 30 percent from last year, it looks like the brewery’s new approach is paying off. (Photo courtesy of White River Brewing Co.)

White River Brewing Co., 505 W. Commercial St., Springfield, Missouri. 417.869.1366, whiteriverbrewingco.com