Hasta La Creative!

New Belgium Brewing, to whom many attribute the continued success of the craft brew market, gives an insightful view inside their creative process for new product launches.

Their most recent offering is Giddy Up, an lemon peel brew infused with espresso. A quirky beer with an even quirkier label showcasing a rooster standing atop a horse set.

Some have wondered where the name, and more prominently, the label image came from. Well, here’s the story of Giddy Up. It started as a naming brainstorm. It ended with a personality. And a really big…

The email exchange is pretty brief – my guess to avoid the rejected ideas – but I would be interested in seeing the timeline associated with the email exchange.

Get a look at the whole story on The Tinkerer, the official blog of New Belgium Brewing.