![]() Between that and Boundary Ale, you’ve got the potential to take advantage of both the standard beer market and the growing craft segment in the Maritimes. Is it mentioned on the Moosehead website? Nope! Is it still in stores? Sure! Fellas, when you get something right, take the credit, ok? Hell, throw some more resources at your craft beer division over at Hop City. The best thing Moosehead did in recent memory was launch Boundary Ale. As the discount category goes, they actually fared pretty well when I did Discount Beer February. They also make James Ready’s lineup of discount beers, a fact which is somewhat obscured by their web presence although it probably needn’t be. There’s Light Lime and Low Carb and Dry and Dry Ice. They have all of the big hits of the last twenty years, a situation which would be ideal if they were a large market FM station. Look at the lineup of beers that are available on their website. Moosehead doesn’t really innovate so much as follow the big players. ![]() The problem is that they’re always that little bit late to the party. That means that Moosehead is now actually two thirds the size of Sierra Nevada or one fifth the size of Sam Adams. They are, I believe, the only wholly Canadian owned brewery from the 19 th Century that’s left standing and that should count for something in a world where anyone can find an Angel Investor and bang out a 100 gallon batch of mediocre tonsil oil. ![]() Since the BA in the States changed the definition of “Craft Beer” to include Yuengling, it stands to reason that Moosehead is now a “Craft Brewer.” At the very least, they’re an independent company that has existed for a very long time. The monochrome style is preserved in the inscription, consisting of black and white letters.I go back and forth on Moosehead. The color palette of the emblem echoes the shade of the beer, so it is designed in brown and gold tones. They are pointed at the ends and have thin white lines on the right side. To convey its beer brand’s unorthodoxy and historical heritage, the company chose a gothic typeface with elongated letters. This is emphasized by the monochrome, the whimsical curves, the pointed ends, and the symbols reminiscent of knives with a long blade (in particular, the letter “f”). The central one bears the full name of the printer: “Peter Schöffer von Gernsheim.” Under the sign is the name of the beer brand, made in gothic style. All three circles have wide border rings. They represent typography elements, in honor of the invention of Schöffer, who designed the typography for the first Bible printed in Europe. To the right and left of the main circle are two smaller circles. The line separating them runs vertically, exactly in the middle. The portrait looks very original because half of the typographer’s head and neck are dark with light strokes, while the other half is light with dark lines. He is positioned in full-face, so he is looking straight ahead. The legendary book printer takes center stage in a large circle against a background of brown and white stripes. The logo of German brewery Schofferhofer naturally depicts its iconic character Peter Schöffer. As a result, the beer, which appeared outside Bavaria, also bears the imprint of historical traditions and cultures, but only in a different way – not conservative, but alternative. Before the master’s arrival, it was called Humbrechthof, and after his arrival, it was renamed Schöfferhof. Not only is the brand named after the medieval innovator, but also the house where he once lived. Schofferhofer wheat beer is brewed in the spirit of Peter Schöffer, which is reflected in the logo. The brewery, too, developed the latest flavors, producing an original brew infused with the earth’s energy, water, fire, and air. ![]() At every turn, the brand emphasizes the parallel between itself and the printer who invented the typeface for the first Bible published in Europe and suggested a considerable number of progressive typographic techniques. Its beverage became a new reference point in German brewing culture, representing a recipe innovation. And it is just as Schofferhofer revolutionized wheat beer. As an outstanding specialist, he made a breakthrough in typography. He was a book printer, an odious figure who made an enormous contribution to German cultural and economic life. Despite being a young brand, it is closely linked to the history of Germany because, in the beginning, its production part was based in a building once occupied by a great German figure – Peter Schöffer (1425-1503).
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