Stag is launching its first new beer in seven years, and the company has recruited the branding talents of Strange Donuts and Good Fortune founder Corey Smale to help market the brew.
Stag Session is a “lighter session beer” that comes in at 3.8 percent ABV and 110 calories per 12-ounce can. (A typical 12-ounce beer carries closer to 150 calories.) A press release described Stag Session as “a great option for those who enjoy the bold, non-traditional lager flavor of Stag but prefer a more refreshing brew.”
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Along with launching the new beer, Stag unveiled a rebranding that gives the company’s logo and packaging a bolder, more modern look.
Smale was hired as associate brand manager for Stag Session after closing his Chinese restaurant, Good Fortune, in February this year. Given Smale’s reputation as one of the most gifted, creative marketers in the local food and drink business, it seems like a canny decision by the Pabst Brewing–owned brand to bring him on board.
Smale says he’s “in a learning phase” and looking forward to bringing his local experience to a more established brand. “It’s new, it’s challenging, and it’s exciting to me, and I like to think we’re going to do some really new and interesting things with the brands here in St. Louis,” Smale says. “Still maintaining the heritage, the love for the classic brand, but also showing that a brand can evolve and integrate back into the community.”
That emphasis on community includes Stag’s support for local musician Tonina, who performs in both Spanish and English. “She’s doing some really, really amazing music,” Smale says. “We’re supporting from a promotional standpoint, but also a creative standpoint. Tonina kind of represents where Stag is at. We’re very proud of where we came from, but we also want to explore what’s really going on here right now.”
Tonina recently released her debut album, St. Lost, and a world tour this summer culminates with a homecoming show at Delmar Hall on August 17. Stag will have a presence at that show, Smale says, “but not in a ‘logo, logo’ kind of way. It’s a little more organic.”
Stag will also be introducing the new brew to the community: Look for opportunities to sample it at a series of upcoming events, including Criderfest at 2nd Shift Brewing on June 22.
