Hy-Vee Launches Private Brand Beer

West Des Moines, Iowa based grocer Hy-Vee has introduced Baraboo, a new line of Private Brand craft beers. The beer brewed in Stevens Point, Wisconsin comes in three varieties which the Hy-Vee website describes in humorous terms

Red Granite Lager
If roses aren’t your thing, take time to stop and smell the lager instead. Our unique blend of German hops creates a floral aroma that’s better than bouquets. Add in caramel and two-row malted barley for a sweet, well balanced, copper-colored lager with a taste as smooth as polished granite.

Lumberjack IPA
Whether you’ve been sawing logs in a forest or a hammock, our Lumberjack IPA will wake you up with its bold hop aroma. The crisp and citrusy trio of Magnum, Perle and Cascade hops have been dry-hopped to create a taste so complex and delicious, you’re sure to fell another bottle.

Woodpecker Wheat
That’s no woodpecker you hear tapping. That’s the knock of opportunity giving you the chance to savor a cloudy pour of Yakima hops, spring wheat and specialty malts. You wouldn’t ignore opportunity, would you?



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.