New Year, New Baxter!

This isn’t a rebrand at all–it’s a revolution.

The word “REVOLUTION” means “going back to the beginning.” That’s why we’re not looking at the new face of Baxter beers as a rebrand. We’re going back to the beginning–back to our Maine identity, of portable cans that can be enjoyed by everyone, everywhere.

The entire Baxter team has been devoted to developing a revolutionary lineup of products and packaging that embody and illustrate our unified story–who we are, how we got here, and why we love to come to work each and every day.

We are proud of each chapter of our story. We will continue to bring high-quality products for like-minded people to support their outdoor and social lifestyle. With the opening of The Pub at Baxter and the growth of our sister company, Baxter Outdoors, we knew it was time to get back to our roots and bring this revolution to life!

Our previous collection of can designs have featured unique and increasingly intricate artwork. However, when the can artwork began speaking more loudly than our beer, the Baxter Brand was lost in the noise. In all the commotion, our fans didn’t always know which way to go when choosing their next Distinctly Maine brew from Baxter.

Fortunately, we have worked with members of our innovative and creative industry to design artwork that turns down the volume on over-the-top aesthetics and boosts the bass on the Baxter identity. After all, we are here because of our friends, family, and fans–old and new. We want to connect with every consumer, wherever they find us, and provide them with the best quality beer, packaged with portability in mind, and labelled beautifully. We want them to hear our voice.

Simple but never basic, we are proud to bring you the same great value and dependability in a whole new look! With bright, cohesive, purposeful designs that represent some of our favorite outdoor activities, we feel proud to share the passion of this incredible team! With just one glance at our new packaging, you will know exactly who we are while sharing the pride we take in being Distinctly Maine. This isn’t a rebrand. You’ll see that each of our revolution labels are unique and true to each Baxter brew. You’ll still see the iconic Stowaway Skull-and-Crossbones that is the heart of Baxter–after all, greatness never goes out of style.

Join us as we take it back to our roots and reimagine what our future holds. We invite you to be a part of our celebration of the Baxter Revolution. Raise a can to a better today, to a brighter tomorrow and to our favorite destination: the Great Backyard.

To see our rebrand in its entirety, try some new beers, and enter to win the biggest prizes ever set out from Baxter, please join us at our pub on Saturday, February 29th . Check out our events page for more details.

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