Oskar Blues Brewery announced plans to build upon the legacy of its flagship — Dale’s Pale Ale — by adding two Dale’s-branded beers to the lineup along with a refreshed packaging featuring bold Dale’s-forward branding. Dale’s American Light Lager and Dale’s American Double IPA now will join Dale’s Pale Ale in discernable white, red and blue cans, respectively. The trio of cans will hit the shelves of retailers nationwide this year.

The expanded lineup includes three distinct beer styles ranging from sessionable to sippable, offering a full spectrum of flavor to satisfy any occasion, the company says. The original Dale’s Pale Ale (the blue can – 6.5% ABV) is joined by Dale’s Double IPA, a well-balanced Imperial IPA (the red can – 9% ABV), which was first released in 2022. The newest addition is Dale’s Light Lager (the white can – 4.2% ABV), which provides an easy-going option that is light and crushable, according to the company.

The Seize the Dale’s campaign serves as a call to action for new consumers and loyalists alike to choose Dale’s for all occasions. Furthermore, Dale’s has inked a four-year deal as a sponsor of the Colorado Rapids’ Major League Soccer team as the official craft beer with premium brand placement on signage and products throughout the stadium, including a Dale’s-branded bar and patio. Dale’s also will be featured at high-profile events including the 2023 National Tough Mudder series.

With an eye-catching fresh look inspired by classic Americana, Dale’s is seizing the opportunity to reach a new generation of beer drinkers while also reinforcing its strong connection to craft beer loyalists. The strategic move is driven by consumer cravings for familiar brands across the category and based on Oskar Blues’ 2022 sales data, which shows that Dale’s has a built-in and loyal fan base. The Dale’s family represents well more than 50% of the portfolio and continues to grow.

“We’re excited to build on the recognition of Dale’s as a groundbreaking American craft beer by bringing together three steadfast and no-nonsense beers under a name that sends us into the future while celebrating our past,” said Aaron Baker, Oskar Blues marketing manager, in a statement. “It may say Oskar Blues on the door of our breweries but make no mistake: Dale’s is the name this place was built on.”

While the Dale’s family is a priority, the Oskar Blues lineup continues to include fan-favorites such as Hazy Blues IPA and an experimental Mutant IPA series which will be available year-round. Legacy offerings like Mama’s Little Yella Pils (Bohemian Pilsner), Old Chub (Scotch Ale), and Ten FIDY (Imperial Stout) continue to be an important part of the Oskar Blues portfolio. A new OB15 Mixed Pack of 15 will feature a wide variety of styles ranging from Pale Ale to IPA, offering beer lovers the chance to explore and discover new favorites.

The Dale’s series will be available across the United States in a variety 15-pack featuring all three beers to inspire and recruit a wide range of beer drinkers. Dale’s Pale Ale will be available in six-packs, 19.2-ounce single-serve cans, 15-packs and on draft. Dale’s Double IPA will be available in six-packs, 19.2-ounce single-serve cans, and on draft. The new Dale’s Light Lager will be released on draft and in dedicated 15-packs.