Uinta Rebrands Detour Double IPA

Uinta Brewing Co. has given its Detour Double IPA a facelift.

The Salt Lake City-based brewery said it will begin selling 4-packs of the 9.5 percent ABV brew in 12 oz. bottles later this month. Previously packaged in 750 mL champagne-style bottles, the rebranded beer will feature new label artwork and an extra hop addition.

The beer will move from the brewery’s ‘Crooked Line’ series — which is generally reserved for more unique beers, released on a limited basis — and join its ‘Classic Line.’ The brewery will also increase production and distribution for Detour.

“We just felt like the beer style and demand for that beer kind of outgrew our Crooked Line,” said Lindsay Berk, the brewery’s managing director.

The demand for hoppier beer styles rose to an all-time high in 2013. IPA sales grew 44 percent, to $349 million, in IRIs multi-outlet and convenience channel universe — which comprises grocery, drug, club, mass-merchandiser, Wal-Mart, dollar and military stores.

“We’re really excited to get it in the market,” Berk said. “It’s going to sit next to our Dubhe and Hop Nosh.”

The brewery has also tweaked the Detour recipe and added a fifth hop, Citra, to the mix. The new addition “boosts citrusy characteristics in the beer,” according to a company statement.

“Since it’s a new package, we wanted to give the beer some new flavor,” added Berk. “It just felt like a good time.”

Additional information is included in a press release below.

Salt Lake City, UT — Uinta Brewing Company announces the release of Detour Double IPA in a 12oz bottle.

First brewed and released in 2010 as a core brand in their Crooked Line of beers, Detour Double IPA escalated into a brand that no longer fit in with the limited release nature intended for Uinta’s Crooked Line. And so, Uinta gave the brand a face lift, adapting its packaging to emerge the brand into their Classic Line of beers.

So what changed? In lieu of a 750ml cork and caged finished bottle, Detour will be bottled in Uinta’s proprietary 12oz Compass Bottle and adorned with new label artwork that adopts the outdoorsy, adventurous look and feel of Uinta’s Classic Line. The Detour label depicts a Vintage International Scout and Airstream Camper heading away from the ‘hustle and bustle’ towards the great outdoors; the type of ‘Detour’ that resonates with the Uinta team and consumers alike. Detour will be available in a 4 pack and is scheduled to hit shelves in early February.

As for the beer, Detour’s hop profile will be kicked up a few notches with the addition of a fifth hop, Citra, which boosts citrusy characteristics in the beer. A scenic tour of hops, consumers can expect a bright and bold Double IPA.

UINTA BREWING CO-Uinta Brewing Company embarked upon its mission of brewing world class, full-flavored, craft-brewed beer in 1993. Uinta is named after the only major east-west running mountain range located in the continental U.S. Since 1993, Uinta Brewing has created world class, full-flavored, craft-brewed beer ranging from 4.0% to over 13% alcohol by volume. The Uinta team comprised of outdoor and beer enthusiasts, brews a variety of beer organized in to three distinct lines; the Classic Line, Organic Line, and the Crooked Line.

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