Generically Speaking

You might have noticed a new label gracing our bottles in the past couple of days, and yes my friends, the rumours are true: We have a new generic label redesigned by the fantastic duo at Doublenaut! Referencing everything from our emblematic white picket fence, to hops, malt, and even the moon and stars, this design is both a great example of Matt and Andrew's style we love so much, and the perfect representation of our wee brewery here on Ossington.

But as we focus on this new design and excitedly start smacking it on bottles, we wanted to take a quick second to talk about when and why we use generic labels. 'Generic' after all, can carry some less than sensational connotations.

In some senses 'generic' has come to mean a catch all for beers that don't yet have a custom label, but beyond that, generic labels also tend to adorn new beers and those that are still in "tweaking phase" (which we wrote all about here). This phase can last a short time if all is going smoothly, but sometimes extends over the course of several months if new hop crops aren't consistent, or when we're trying out new yeast strains and ingredients. The fact remains that almost all our recipes get changed ever so slightly over time, improved upon and upgraded, but it's these newest styles that see the greatest leaps.

It should also be mentioned that generic labels are necessary because, just like the fermentation process, designing a custom label doesn't happen in a day! We wrote more about our label process from idea phase to sticker here, revealing how much back and forth occurs before the final design is concrete. With about 50 unique styles being brewed a year, we know it's unrealistic to usurp Doublenaut full-time, so we pick and choose our favourites and do our best to be patient while they work.

But at the end of the day, the generic label means lots of things and shouldn't be studied too deeply. It's often associated with more of our experimental brews, our seasonal stuff, and small-batches; it hints at what's on the horizon, what might never return, and what we're excited about in the moment. It's an enigma wrapped in a riddle and Doublenaut hit the nail on the head with their interpretation. The outside appearance looks as good as the inside tastes, and we couldn't have asked for anything more.