FOR IMMEDIATE RELEASE
Widmer Brothers launches “Stay Sunny,” a full brand refresh across its craft portfolio
Stay Sunny brings renewed energy to the historic Oregon brand through new beers, refreshed packaging, and a major, multi-channel marketing investment rooted in Portland and extending across Oregon and the Pacific Northwest
PORTLAND, Ore. — May 4, 2026 — Widmer Brothers Brewing today announced the launch of Stay Sunny, a full brand refresh across its entire craft portfolio, marking a new chapter — more than 40 years in the making — for one of Oregon’s most iconic breweries and the originators of the American Hefeweizen.
At its core, Stay Sunny is both a return to Widmer’s roots and a modern expression of what the brand stands for today. The rallying cry draws from three defining truths:
• Brand history: When founders Kurt and Rob Widmer first poured Hefeweizen in Portland bars in 1986, they famously searched for the sunniest spot in the room to showcase the beer’s signature cloudy glow — a small but meaningful act that reflected their belief in warmth, approachability, and connection.
• Regional perspective: In the Pacific Northwest (and especially in Portland) sunshine is fleeting, but when it appears, it transforms the city. It brings people outside, into parks, patios, and shared moments. Stay Sunny is Widmer’s way of capturing and celebrating that Energy.
• Optimism as a mindset: Stay Sunny is ultimately a state of mind, an internal disposition of resilient optimism that doesn’t depend on perfect conditions. Together, these ideas anchor a campaign designed to reconnect Widmer with the fabric of Portland while re-energizing its presence across Oregon and the broader Pacific Northwest.
Stay Sunny represents a significant investment in the Widmer Brothers legacy brand, spanning refreshed brand expression and packaging across the portfolio, new accessible pack formats, and one of the brand’s largest and most sustained marketing efforts in recent years.
The refresh is supported by a high-impact, multi-month campaign that includes:
• New four-pack, 16-ounce cans priced under $10 across the lineup
• A sustained Portland-area out-of-home billboard presence
• Geo-targeted creative across multiple Oregon markets
• Expanded digital and social support
• Integrated partnerships, local brand activations, pop-ups, and on-premise presence at community events
Together, these touchpoints ensure consumers will see — and experience — the re-energized Widmer brand across retail, bars, parks, and cultural moments throughout the region.
The Stay Sunny launch also brings new momentum to the Widmer portfolio with the introduction of two beers:
Hefe Light, a bright, low-calorie, 4% ABV twist on Widmer’s iconic American Hefeweizen, brewed with yuzu and grapefruit. Designed for easy, everyday drinking, Hefe Light embodies the Stay Sunny mindset — approachable, refreshing, and full of flavor.
Timbers Pils builds on Widmer Brothers’ longstanding partnership as the official craft beer of the Portland Timbers. This Northwest-style Pilsner delivers a crisp, floral, all-day-drinking experience, created with game days, backyard BBQs, and communal moments in mind. This brew is available on-tap in Providence Park and in cans in your local Oregon beer isle.
“Stay Sunny is a rallying cry not just for Widmer, but for craft drinkers today,” said Brian Hughes, Senior Brand Director, Widmer Brothers Brewing. “It’s a confident, optimistic expression of Widmer that honors our deep roots and brand heritage in the Pacific Northwest, while meeting Oregonians where they are now — both in terms of regional pride and accessibility of craft beer. With Stay Sunny, we’re investing meaningfully in the brand’s future, our connection to the Pacific Northwest, and a continued commitment to delivering top-quality craft beer at an incredible value to reaffirm Widmer’s leadership in craft beer and deepen our connection to Portland community.”
With refreshed packaging, new beers, and a visible, sustained presence — especially in Portland — Stay Sunny signals Widmer Brothers’ renewed commitment to growth, relevance, and its home market, inviting drinkers old and new to raise a glass to the sunny side of life.
About Widmer Brothers
In 1984, Kurt and Rob Widmer quit their jobs to follow their passion for making great beer to share with friends and family. From the very first pitcher, the Widmer Brothers aimed to create beer that’s easy to enjoy and perfect for any occasion. While much has changed over the years, the core belief that great beer brings people together remains the same. Widmer Brothers is proud to celebrate its 40th anniversary and looks forward to many more decades of brewing excellence
