SAN FRANCISCO – 21st Amendment recently updated their Watermelon Wheat graphics to fit with the rest of their canned collection.
Co-Founder Nico Freccia shed some light on the packaging in a recent interview.
"With the art, we are just trying to say that 21st amendment stands for familiar American icons that we all recognize, but they are put into a situation where they are mavericks, doing something different and having fun," he said.
The label features the Statue of Liberty having a seat on the Golden Gate Bridge with a watermelon in her hand.
21st Amendment initially launched the Watermelon Wheat as a year round offering but made the decision to make it seasonal at the end of last year and has since replaced it with the Back in Black IPA.
"We thought we could make it go and we thought it had legs to stand on," Freccia said. "People drink Blue Moon year round right? How is a light refreshing beer, something that should only be associated with summer," he added.
Freccia said that the buzz surrounding the Watermelon beer spiked when baseball season would come around.
"There was this un-natural anticipation that was built about this beer," he said. "We thought, that is part of the imagination of this beer, that is part of what this beer offers to people and we are trying to squash that by offering it year round. Let's celebrate that by making it just a summer beer."
Freccia believes that sales have been directly impacted from the stories being told on the cans.
"The art fits more with what we are trying to do and hopefully it effectively communicates who we are and the fact that we are just trying to have fun with this whole thing," said Freccia.