The Weekender
Schlafly Beer's summer sampler sales had steadily declined for over 8 years. The Weekender variety pack was designed to be a fun, summer weekend getaway essential with a throwback to our 30-year brand. To encourage engagement with the packaging and collect additional information on our consumers, we included a sweepstakes "Where Do You Beer?" that could be entered through a scannable
The Biergarten
The Biergarten pack design celebrated the German tradition of Biergartens. The outer box and labels depicted the joy of drinking beer in German villages and towns.