“Beauty is in the eye of the beerholder.”
Roy Pitz Brewing Company has announced it will be rebranding to Liquid Art Brewing Company.
The name change will be official as of August 1st, and there will be no change in ownership, structure, products, service, or people, just new branding, logos, and name. Beer fans will start to see the changes in all of the beer cans on shelves. Their social media and website presence will also be changed, and signage at the brewery’s locations will also be changed.
About The Brand
Roy-Pitz launched in 2008 when Ryan Richards (Roy) and Jesse Rotz (Pitz), childhood friends from a young age, returned to their hometown of Chambersburg to start the brewery in a basement of a 19th-century warehouse. After perfecting their business plan at West Chester University and their recipes at brew school at Siebel Institute in Chicago, they began by focusing on classic German styles served direct to local customers.
The duo built the business around the idea of Liquid Art, infusing craftsmanship not only in the liquid itself but in the culture surrounding the brand and the beers. Since the beginning, art in the form of oil on canvas paintings representing the true nature of the beers themselves has adorned the bottles, cans, and bars where it is poured. Over the last 14 years (the brewery recently celebrated its 14th year in May 2022), the brand has expanded to include two full-service restaurants and brewpubs and distribution across Central and Eastern PA.
Why The Change?
The pandemic gave the team enough time to slow down and realize the need to refresh. They started to think about how the way the company started, is not how it is currently, and wanted to update both the logo and refresh the entire brand. Having owned the trademark for Liquid Art for over 10 years, they thought it fit perfectly with their use of hand-drawn artwork on all labels.
Now, in 2022, the team is reimagining and revamping the brand under the Liquid Art Brewing Company moniker to bring focus to the breadth of the team, styles, and experiences for which Liquid Art has come to represent.
Looking Forward
Liquid Art Brewing Company will continue to operate both of its locations: The Liquid Art Beer Stube in Chambersburg, and The Liquid Art Barrel House in Philadelphia. The Chambersburg location will continue to brew all their beer, with the Philly location handling all of the barrel-aging.
The brand will continue to place more of a focus on PA, and the areas in which they have locations. They will continue to self-distribute in Central PA and will use their only wholesale relationship with Penn beer, to help lead them.
As every new beer comes up, Liquid Art will be looking to update the label, all while keeping the reference to PA, and specifically Chambersburg. The team wants to be an experience brand, and they’re going to be very conscious of that as they go forward.
Liquid Art Brewing Company has added a new section to its website, to address frequently asked questions about the name change. You can visit the site here.
