How US brewer rebuilt its brand with new packaging look

High Falls Brewing Co., Rochester, NY, knows that craft beer drinkers are not the follow-the-crowd kind. In order to reflect the same individuality in its own craft beers, the company has given a fresh look to its line of JW Dundee craft offerings.

In June 2008, the company announced a rebranding of the JW Dundee brand. Now called Ales and Lagers brand of Dundee Brewing Co., the family of craft beers features new labels, a new can design, new secondary packaging and new branding that reflects the brand's pioneering craft heritage.

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