Welcoming Committee Sampler Pack

Agency: Young & Laramore
Client: Upland Brewing Company
Executive Creative Director: Carolyn Hadlock
Creative Directors: Bryan Judkins / Trevor Williams
Art Director: Zac Neulieb
Senior Writer: Scott King
Illustrator: BMD Design
Illustrator: The Bungaloo!
Photographer: Gary Sparks
Country: United States

Upland Brewing Company Debuts “Welcoming Committee” Sampler Pack
Sampler pack is first new packaging since #TheNewUpland rebranding

Upland Brewing Company announced today the release of “The Welcoming Committee,” a new twist on their traditional beer sampler pack that seeks to welcome fans—both new and old.

Containing twelve bottles of, as the packaging puts it, “Wheat Ale, Dragonfly IPA, and at least two other varieties of whatever the guys boxing it up were in the mood for,” the Welcoming Committee is, as its name suggests, an ideal introduction to the company’s beer for those new to the brand. It’s also a favorite of Upland fans, who appreciate its combination of old favorites (the flagship Wheat Ale and Dragonfly IPA) and randomly selected seasonal beers to try. (Those who know the brewery, also know that “whatever the guys boxing it up were in the mood for” perfectly captures the laid-back spirit of the culture.)

The packaging continues the style of the brand’s recent, extensive rebranding, with artwork and hand-lettered type by France-based BMD Design. The pack’s illustration—a hand holding a bottle—is designed to resemble a handshake, reinforcing the welcoming attitude of the name. The words “Bloomington, Indiana, Midwest, USA” are prominently featured, as well, staking Upland’s claim as a brewery proud of both its Hoosier and Midwestern labels.

The Welcoming Committee is available in select retail locations throughout Indiana, as well as other places Upland is sold.