Lorenzo Lucid RIP

Today, we received word that Lucid Brewing will adopt a new name, North Loop BrewCo. The name is a nod to the company’s new taproom in Minneapolis’ North Loop, Inbound BrewCo.

“We’re excited about our new facility in the North Loop,” says North Loop co-owner Jon Messier. “Since we began our journey into beer, back in 2011, our focus has been about producing a quality product for all to enjoy. By adopting North Loop BrewCo, we can better associate our award winning Lucid beer line-up with the new taproom location.”

The North Loop BrewCo name signifies a change in branding and experience without deviating from what helped to build the brewery over the course of its four years – the people and the beer they brew.

North Loop BrewCo will kick off their new branding efforts with its anniversary ale, Halucidation, a Belgian Triple brewed with local Frontenac Gris grape must. The branding change will continue via its six pack bottles of AIR and FOTO.

Stay tuned for more information.