Massachusetts Beverage Business

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The brewery is undergoing a one-year project that will repackage its complete line of seasonal and year-round ales.  The process, which began with the recent re-launch of Gritty’s Scottish Ale and Original Pub Style, will include a fundamental, colorful design overhaul of all bottles, labels, cartons, and boxes.  The look of the new packaging is brighter and more contemporary.  There will be some surprises and ‘insider’ references in the designs.  The company’s new Scottish Ale package still features long time Gritty’s Sales Manager Charles O’Brien wearing a kilt but sports a brighter blue color and features additional graphic elements.  New Vacationland Summer Ale materials are scheduled to launch when the beer premieres in the spring, and the remaining brands will systematically transition to the new designs by the end of 2O11.

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