Upland Brewing Co. Prove They're 'Not Just For Hipsters' In New Campaign

The new rebrand of Upland Brewing Co. was set to debut locally on April 5th. Indy-based ad agency, Young & Laramore, was tasked with a complete overhaul of the brand's identity to better reflect the artisan tradition and inclusive culture that comes with drinking an Upland beer. 

Upland is bucking this notion that craft beer is for hipsters and Millennials and instead unites the hippies and the hillbillies, the co-eds and the carpenters, the foodie and fixed-gear seats. Y&L created a new campaign - the "Other Midwest" - connecting Upland and the region through a common state of mind. Complete with new logo, packaging, marketing materials and tap handles - this campaign symbolizes the welcoming experience of clinking a finely crafted beer with a neighbor.

Upland is starting rollout this week.