G
rayton Beer Company, Walton County’s first brewery, became operational in 2011 just as the craft beer craze started gaining momentum in Florida’s Panhandle—which is, according to one local brewer, the “last craft beer bastion.” Two years later, the brewery is ready to go to the next level, launching several new beers and new branding designs for its existing brews. Fittingly, “Be Original” is the branding campaign for the brewery’s flagship beer, Original; the eye-catching packaging features a bold red design, and the slogan promotes the brew’s individuality and reflects Grayton Beach’s unique personality. According to Martin Liptrot, vice president of marketing and sales, “Our packaging design has been carefully developed to get the right look and feel for our beers and their drinkers. We know taste and style are important on the Emerald Coast, and our designs are thoughtfully constructed to fit with the great lifestyles we enjoy here on the beach. So far, we have had a terrific feedback on them from locals.” Liptrot describes their Original beer as having a “crisp, refreshing, light taste,” one that is pegged to be the favorite among locals. Included in Grayton’s range of beers is 30A Beach Blonde Ale, whose brand design features a bikini-clad Marilyn Monroe–esque blonde along with the iconic blue disc logo from 30A.com. Liptrot said the new head-turning graphics emerged after extensive input from a wealth of collaborators. “We have worked with local designers, with Mike Ragsdale and his 30A team, and thousands of 30A fans to get the design just right. We knew the beer needed to have a blonde girl image on it, but getting it right was important. She is stylish, full of vitality and class—she has a little bit of a retro look, and she really fits with the vibe on 30A.” 88 | M A R C H /A P R I L 2 014
Each of the beers in the collection has a name significant both to its style of beer and to the brewery’s strong area ties. White Dunes is a thirst-quenching Belgian white—or witbier—that pays tribute to the fifteen treasured coastal dune lakes that exist in South Walton County (such natural wonders are rare and found in only a few places in the world). The 1890 Founder’s Ale celebrates those who first settled in the Grayton Beach area. And, while the popular Pale Ale has retained its original, simplistic name, the packaging and branding design have been given a refreshing boost that better suggests the rich, golden color of this tasty brew. All the beers are brewed locally in Grayton Beer’s state-of-the-art brewery on Highway 98 in South Walton, Florida, and are distributed by the Lewis Bear
Photo Courtesy of Grayton Beer Company