Deschutes Brewery’s Jubelale Celebrates its 25th Year
New label design gives an artistic nod to a quarter-century of bottling this favorite winter brew
August 22, 2012 – Bend, Oregon – For the past 25 years, beer fanatics have made their holiday seasons complete by enjoying a spicy, malty, hoppy bottle of the Deschutes Brewery’s winter seasonal, Jubelale. Almost as anticipated as the beer itself is the beautiful labeling and packaging artwork, which features the creations of a different local artist each year. That’s why, in a majestic nod to the past, the 2012 label artwork is a grand amalgamation of 25 years of art.
The 2012 label is literally “layered” with meaning –the artwork was created through a complex collaging process by Bend, Oregon artist Kaycee Anseth Townsend. She uses small scraps of paper to create designs, and she comprised the 2012 packaging entirely from pieces of Jubelale labels from years past. Fans may even be able to see a recognizable scrap or two from years gone by inside the incredibly intricate final design.
Anseth Townsend said, “My artistic process of collaging a completely new image from tiny bits of paper often feels like working a puzzle, and using only the past years Jubelale labels as my materials for this project added an extra challenge to the process. It allowed me to really get to know each past label, appreciate the work that went into each one, and also think about how I could repurpose different aspects of that work: sky was used to create snowflakes, snow became light, cabin roofs became trees, a pint glass became a lamppost.”
Jubelale was the very first beer to ever be bottled by the brewery, and it epitomizes the season with a big – and a welcome – warming alcohol temperament. A new regional artist is commissioned every year to create an original work of art, inspired by Jubelale, to be transformed into label and packaging art.
Memorable works of art, like Jubelale, offer fitting tribute to any seasonal gathering one might attend. Distinctive flavors establish Jubelale as the ultimate luxury to share with friends and family.
Jubelale will be available in 6-packs, 12-packs and draft this October through December in all 19 states and both provinces where Deschutes beer is sold.
Alcohol by Volume: 6.7%
About Deschutes Brewery
Located on the banks of the Deschutes River in beautiful Bend, Oregon, Deschutes Brewery is in the business of daring people to expect more from their beer. That’s why we started off back in 1988, selling Black Butte Porter at a time when others were sure a dark beer would never catch on. Our brewers love to buck convention, especially if it makes someone nervous. For us, however, the highest praise is a raised glass and a toast of “Bravely Done!” For more information about Deschutes Brewery and its courageously crafted beers, please visit www.DeschutesBrewery.com.