In some ways, it's always been simply Shades Brewing. It's rare for someone to refer to the South Salt Lake brewery by its formal name — Shades of Pale Brewing Company.
So Shades is going all-in to better leverage what it believes to be strong name recognition and brand equity.
Utah Beer News talks with Shades CMO Dave Murray about the shift, which goes deeper than merely a name change and label reboot. Instead, it's positioning Shades as an identity, a personality.
We also chat with Trent Fargher, Shades founder, about what's next for the line of kveik golden sour ales. The brewery is fresh off a gold-medal win at the Great American Beer Festival for its Kveik 1.
Read the accompanying article.
Enjoy the episode!
Episode 9 | October 15, 2018
