NEWPORT, Ore. ... Rogue Ales & Spirits reveals a fresh new look for its Dead Guy Ale and introduces 12-ounce cans for the first time. The updated design features a bigger and bolder Dead Guy, who has come down off his barrel, with a black, white and silver color scheme.
Dead Guy Ale labels spanning 26 years
"There were a number of iterations, but the idea came out pretty quickly," said Rogue's Creative Director Hagen Moore. “We wanted to make the Dead Guy larger than life, and have him stand out in a simple and unique way."
Originally brewed and bottled in 1990 as a Dia de los Muertos beer for a Portland Tex-Mex restaurant, Dead Guy Ale quickly became a favorite among craft beer drinkers. For the last 26 years, the Dead Guy Ale label featured a beer-clutching skeleton with crossed arms and a beehive hat sitting on a barrel. Although
there have been small tweaks to the label over the years, this new look marks the first major redesign for Dead Guy Ale's packaging. From its inauspicious beginnings to becoming one of the most recognized bottles in craft beer, the Dead Guy Ale label has always been designed in-house. See the early sketch of the Dead Guy to the right.