|Read the full story to learn more about each brand's design strategy.|
As craft beer attracts the younger generation, big beer brands are pulling from the craft playbook to win back market share – emphasizing authenticity, flavor, and history.
Coors pulled from its 150-year history for its Coors Banquet 2022 Legacy Collection packaging.
The brand dug through its design archives for historical imagery and included heritage information like when the brewery was founded, along with modern touches like a reflective gold top half.
Belhaven Best took a similar approach, but with over 300 years behind it.
The new design’s centerpiece barley sheaf doubles as a sun beam and is framed by the two famous chimneys of the original brewery. The deep blue color and rampant lion icon capture the brand’s Scottish heritage.
Anheuser-Busch’s Natural Light throws it back to the 1970s with its new design, using vintage graphics and the brand’s classic red, gold, and blue color scheme. After finding success with the 21-to-29-year-old crowd, the brand says the new throwback design will be a permanent replacement.