“Moving away from the tradition that made us great was a mistake,” said Ryan Daley, brand manager for Pyramid. “Our consumers connected with our Pacific Northwest heritage and craft beer brewing tradition. When we changed our Pyramid Hefeweizen packaging and name, they felt disconnected. Our beer no longer reflected our rich history.”
Pyramid Hefeweizen was first introduced in 1993 as an authentic, unfiltered American-style hefeweizen. Brewed with pale barley, wheat and caramel malts and nugget and liberty hops, Pyramid Hefeweizen has a 5.2 percent alcohol by volume (ABV) and rates 18 on the international bittering units (IBU) scale. In 2004 and 2009, Pyramid Hefeweizen won a gold medal at the Great American Beer Festival (GABF) and numerous international honors at the World Beer Cup.
In 2008, Pyramid Breweries added the name “Haywire” and changed its packaging to differentiate from other Hefeweizen brands and attract new beer drinkers. The beer remained the same.
“By moving away from our roots, people viewed us differently. It didn’t take us long to figure out that we needed to change,” added Daley. “Our consumers are at the heart of everything we do and we intend on listening moving forward.”
Pyramid Hefeweizen packaging also will get a facelift.
“We’ve made some minor packaging changes right away but we will be talking with beer drinkers and unveiling a new design later this year that is more reminiscent of the tradition and heritage of the Pyramid brand and the Pacific Northwest,” said Daley.
Pyramid Hefeweizen is available in six, 12 and 24-pack bottles, and 12-pack cans at grocery, convenience and drug stores throughout the country. In addition, it is also available in 22 ounce bottles, on draft and 12 ounce cans that hit store shelves this summer.
“Beer lovers have enjoyed the smooth flavor of Pyramid Hefeweizen since we first began brewing it in the early 90s,” said Ryan Pappe, lead brewer, Pyramid Breweries, Seattle. “The guys at the brewery are lifting their glasses as we return to our roots and honor the
heritage of Hefe.”