The look of Grain Belt really hasn’t changed much over the years. And while Schell’s has owned the brand since 2002, they’ve always been fairly hesitant to change the look of Grain Belt. Certainly a facelift for Grain Belt needs to be treated delicately, given it’s dedicated following and rich history.

According to Schell’s Jace Marti, the new design drew inspiration from the aesthetics of Grain Belt’s look back in the 50s and 60s, – iconic and classy. “When we finally decided it was time to update the packaging, that look was what immediately came to mind. It’s a great family look that stays true to it’s roots…”The brewery has also acquired some great old Grain Belt ads and artwork that will serve as inspiration for new ads and signage for the brand “It’s going to be such a stark contrast to all the American Lager ads you see out there today, I think it’s really going to be a fun, refreshing change.” Very true! Look for the new campaign in February.