The new name for Sam '76, the ale-lager hybrid from Samuel Adams, is Wicked Easy. This rebranding is part of a new sub-brand called the Wicked line, which seeks to bring a fresh and exciting twist to the brewery's innovative beers. As a sommelier and brewer, I have been eagerly following the developments in the craft beer industry, and this rebranding caught my attention.
The decision to rename Sam '76 as Wicked Easy reflects the brewery's desire to create a more memorable and impactful brand identity. The name Wicked Easy carries a certain charm and playfulness, which is consistent with Samuel Adams' commitment to brewing approachable and enjoyable beers. It evokes a sense of ease and relaxation, suggesting that this beer is perfect for laid-back moments and leisurely enjoyment.
Personally, I find the new name quite fitting for Sam '76. When I first tried this beer, I was struck by its smoothness and drinkability. It seamlessly blended the crispness of a lager with the fruity and hoppy characteristics of an ale, resulting in a truly enjoyable drinking experience. The name Wicked Easy encapsulates this effortlessly enjoyable nature of the beer, making it even more appealing to both seasoned craft beer enthusiasts and casual drinkers alike.
The rebranding of Sam '76 as Wicked Easy is not just a change in name, but also a strategic move to create a distinct sub-brand within the Samuel Adams portfolio. By introducing the Wicked line, the brewery aims to offer a range of beers that are distinct from their core lineup. This sub-brand allows for experimentation and innovation, providing a platform for Samuel Adams to push the boundaries of traditional beer styles.
In addition to Sam '76, the New England IPA from Samuel Adams is also getting a new name as part of the Wicked line. It will now be known as Wicked Hazy. This rechristening highlights the beer's hazy appearance, a characteristic that has become synonymous with the New England IPA style. The name Wicked Hazy embraces this cloudy and unfiltered nature, further emphasizing the beer's bold and unapologetic flavor profile.
The rebranding of Sam '76 and New England IPA as Wicked Easy and Wicked Hazy, respectively, showcases Samuel Adams' commitment to creativity and innovation in the craft beer industry. These new names not only add a fresh and exciting dimension to the beers but also create a distinct sub-brand that allows for further experimentation and exploration. As a sommelier and brewer, I am excited to see how this rebranding will resonate with consumers and how it will contribute to the overall growth and development of the Samuel Adams brand.