George Killian's remakes Irish Red in time for St. Pat's Day

 

 

Packaging Digest

 

In 1864, George Lett first brewed the rich, red beer that would become known and loved as George Killian's Irish Red. His simple inspiration? He wanted a beer he could share with friends and family in his local pub in Enniscorthy, Ireland. Nearly 150 years later, George Killian's Irish Red is returning to its roots with a complete re-launch of the brand leading into St. Patrick's Day.

 

 

Killian's is introducing bolder, modernized packaging that more prominently calls out its Irish heritage. The brand's subtle transformation continues right down to the beer itself. The recipe update results in a rich, roasted, full-bodied, well-balanced lager that maintains the beer's deep ruby red color, but links it more closely to the beer George first brewed back in Enniscorthy.

 

 

"George Lett brewed a beer for his friends, and it's our friends we have in mind as we reintroduce the new look and taste of George Killian's Irish Red," says Katie Cowan, Killian's brand manager. "This is a more robust, more complex lager, but still balanced and easy to drink with friends. It goes great with a wide variety of popular pub food, like wings, burgers and fish and chips."

 

Killian's will celebrate its makeover by giving fans a chance to win a trip to Ireland. Now through March 21, Killian's fans aged 21 and up can visit the brand's Facebook page to submit a photo of themselves and friends having a great time. A panel of judges will narrow down the photos to 10 finalists. Killian's will post finalists at Facebook.com/GeorgeKillians on March 26, and eligible voters will determine the winner.

 

 

Also, through "30 Days, 30 Giveaways," Killian's is giving fans a chance to win prizes, such as dartboards, barstools, neons and golf equipment. Killian's fans aged 21 and older can enter daily Feb. 17 through Mar. 17 by clicking the "St. Pat's 2012" tab on

 

 

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