Boulder Beer revamps image and returns to shelves, but won’t reopen a Boulder taproom

Editor’s note: A more recent interview with the current managers of Boulder Beer Co. say they now intend to open a taproom in the city in either 2021 or 2022.

BOULDER — Boulder Beer Co. is rolling out a new image and a new style as it seeks to reinvigorate itself as a staple in liquor stores and in bar and restaurant taps, but the brand won’t be bringing its brewing or taproom presence back to Boulder.

In a statement Friday, the state’s first craft brewing company said it will restart distribution to 28 states and five different countries as part of an effort to rebrand the state’s first craft brewery after a hiatus that lasted longer than a year.

The company will bring back its original standbys of Hazed & Infused India Pale Ale, Mojo- High Altitude IPA and Shake Dark Chocolate Porter, along with an updated version of Buffalo Gold that will be distributed only in Colorado and a new IPA called Bubbly By Nature that’s described as a cross between an IPA, a dry lager and a hard seltzer.

Boulder Beer discontinued retail distribution in October 2019 to focus on its taproom, but later sold off most of its equipment and put the Wilderness Place pub up for sale. There are no plans to reopen a taproom in Boulder.

The beer will be produced by Denver-based contract brewer Sleeping Giant Brewing Co., which has creative and operational control over the brand and maintains the right to update or introduce new recipes in the line.

But Sleeping Giant founder and president Matthew Osterman said in a statement that he feels an urge to remain true to the brand’s values because he was raised in Boulder. Former Boulder Beer brewmaster David Zuckerman has been involved in taste tests of the recipes.

“It feels a bit surreal to carry on the Boulder Beer brand because it was such an iconic concept that loomed so large for so long,” Osterman said. “We’re now able to be the stewards of the brand not just for the city of Boulder, but also for craft beer as a whole.”

Sleeping Giant will partner with Stem Ciders, a cidery with taprooms in Denver’s RiNo district and Lafayette, to handle day-to-day marketing and distribution.

on Facebook on LinkedIn