Side Launch Brewing Company has undergone a makeover, anchoring deeper into shipbuilding history of its namesake.
The new colourful cans adorned with ships and mountains will be hitting LCBO shelves across the country in the coming weeks, with the goal of educating the public on Collingwood’s side launches, which is the term referring to the unique way new ships were launched into the bay once work was complete.
“When we looked at Side Launch... it took me a while to get engaged with the story,” Side Launch President Justin McKellar said this week. “As I’ve spent more time there at the brewery, there’s just an overwhelming affection for the industrious roots of Collingwood, and there’s so much pride in those roots.”
“We felt the branding had made a departure from those roots and we felt it was really important to bring that back,” he said.
Side Launch Brewing Company was acquired by London, Ont.-based Equals Brewing back in October.
Since the acquisition, Side Launch has also brought back many of its sour brews.
Leading up to the rebranding, McKellar has spent time at the Collingwood Museum going through the archives, and with focus groups of people who have spent their lives in Collingwood and were around when the shipyards were open, to familiarize himself with the brand, and the town’s history. McKellar says he did a survey with Side Launch patrons that garnered 4,000 responses, and did focus group meetings in November.
“We focused on the Collingwood community. There’s a lot to be proud of,” he said.
Prominently featuring a ship icon, the logo pays homage to Collingwood’s shipbuilding heritage. The modern interpretation also has ties to the original branding.
Side Launch will be holding a VIP event on May 27 in support of My Friend’s House and will be holding a community relaunch party on May 6 to unveil the brand as well as upgrades to the taproom.
