Ever optimistic, the brewery is coming home to a place it never really left
Widmer Brothers Brewing is a Northwest original, born in Portland’s burgeoning beer scene back in the 1980s. The winds of time took the brewery on a few detours — some further from Oregon’s beery shores than others — but today, Widmer is back and working to reclaim its spot in the PNW craft beer conversation. This newly announced brand refresh hopes to accomplish that. Winning back old-school beer geeks is a tall order, so the smarter play is probably charming a fresh, younger crowd eager to discover what the fuss was about.
The brand has shed some baggage in recent years: no more Craft Brew Alliance (now defunct), no more Anheuser-Busch oversight. Widmer now calls the Tilray family of brands home, which means it officially qualifies as a craft brewery again, at least according to the Brewers Association’s definition.
They say you can never go home, but Widmer is giving it a shot anyway. After all, they never really went anywhere. Armed with a brand refresh and a back-to-its-roots mindset, the brewery is optimistic that the Pacific Northwest is ready to welcome it back with open arms. Here’s what Widmer had to say in the announcement introducing the Stay Sunny plan:
“Stay Sunny is a mindset grounded in Widmer’s history, Portland culture, and the idea that optimism is something you choose. From the founders’ early days of pouring Hefe in the sunniest corner of the bar to today’s emphasis on community, parks, patios, and shared moments, the refresh is about embedding Widmer back into the fabric of the city.”
The launch is backed by a major, multi‑channel investment that includes:
- Refreshed packaging across the portfolio
- New four‑pack, 16‑ounce cans under $10
- A sustained Portland billboard presence
- Geo‑targeted creative across Oregon
- Expanded digital and social support
- Local activations, pop‑ups, and presence at community events, including an on-site celebration of Hefe Day on May 15
The refresh also introduces Hefe Light (4% ABV) and Timbers Pils, reinforcing Widmer’s commitment to accessibility, regional pride, and everyday drinkability.
- Hefe Light is 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 aisle.
We haven’t forgotten about Hefe Day — on May 15th, we’re paying homage to Widmer’s 40-year legacy by bringing it back to the birthplace of the original American Hefeweizen: the iconic Dublin pub. More details to follow, just make sure to leave happy hour open on May 15th.
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