[12/23 Update: New labels have been delayed so this is the Solstice that you will see on shelves when the beer enters the market for the first time]

(Middlebury, VT) – As I noted in my breakdown of Long Trail Brewing‘s “now official” purchase of Otter Creek Brewing, what intrigued me the most about the deal was what was going to happen with Otter Creek, especially with all the work that they had put into re-creating the company over the last several months. The press release makes it clear that Otter Creek and Wolaver’s will continue making beer.

But what about all those changes? I had been in discussion with Otter Creek’s Marketing Director, Max Oswald, about what was taking place over the past few weeks. When asked this morning whether Long Trail would impact what was in the works, Oswald put those concerns to rest: “We are full speed ahead with all plans.” Those plans happen to be a pretty big undertaking for the 18 year-old brewery, complete with a new logo, new labels, and a new year-round beer called Solstice.

Mike Gerhart, Otter Creek and Wolaver’s Brewmaster, hinted at what was afoot in a recent newsletter interview with Massachusetts beer store, Gordon’s Liquors: “We have some extremely ambitious plans for the future. Starting late [December] and moving into next year, you will see one huge change. We have been working with a marketing company and the look of our entire operation will change. Labels, tap handles, company logo, company mantra, 12 pk’s, cases. Everything! The recipes are being tweaked to represent today’s craft beer drinkers and new beers are coming.”

Oswald said that the company is making those sweeping changes with the help of JDK, a Burlington-based marketing agency, who have worked with the Magic Hat and Orlio Organic brands.

“When we looked at our packaging we realized we needed to change it and based on what we did in our company this year, we thought that small subtle changes were not in order. Better we shake things up with a whole new look, one we feel represents our new company and our new outlook.”

That new look is evident top-to-bottom. The brewery will replace the current logo (as seen on its Facebook fan page and my article on the purchase) with this new one below, adopting a dare-I-say “Earthy” minimalist concept:

The team has wisely chosen to help beer drinkers acclimate to the new logo by integrating it into each label in the same form as you see above.

One of those labels is for the aforementioned new session beer, Solstice.

Says Gerhart, “We feel that everybody is brewing beer with huge flavor profiles and high alcohol levels. We wanted to go in the opposite direction. Why can’t more people brew beer that smells and tastes like full flavored beer but only carries 4% alcohol. Where are all the session beers that you can drink a few of and not be hit over the head with alcohol? Well, it’s coming and it tastes fantastic.”

Finally, as part of a focus on creating a unique brand experience, each label contains the same blurb about the brewery and its dedication to quality:

“This ale contains no quality-compromising preservatives, nor does it undergo pasteurization, so its character will change over time. A bottling date is printed on this bottle for your benefit.

Tucked between the eastern shore of Lake Champlain and the western foot of the Green Mountains, Otter Creek Brewing was founded almost twenty years ago with the sole intention of crafting the finest Vermont-inspired ales in the world. From superior ingredients, classic recipes, and modern methods, we create these ales for ourselves and our friends to relax with and enjoy. If you’re near Middlebury, please stop by our brewery and say hi.”

Solstice will be released around the end of the year and the other new labels, seen below, should also start floating out there this winter. Click on each label to see its standard (422px wide here) size. As for any new Imperials, Gerhart said the brewery was very quiet on that front though he would like to see an Imperial Otter Kriek.