Out with the New, In with the Old

Pyramid flagship reverts to old name

In response to customer feedback, North American Breweries (NAB) has said it will return to the old name for the Pyramid flagship brand Hefeweizen—officially dropping the name “Haywire” from its packaging.

“Moving away from the tradition that made us great was a mistake,” said Ryan Daley, brand manager for Pyramid. “Our consumers connected with our Pacific Northwest heritage and craft beer brewing tradition. When we changed our Pyramid Hefeweizen packaging and name, they felt disconnected. Our beer no longer reflected our rich history.”

Pyramid Hefeweizen was first introduced in 1993. In 2008, under new leadership when Magic Hat Brewing purchased the company, the name “Haywire” was added and its packaging was changed.

“By moving away from our roots, people viewed us differently. It didn’t take us long to figure out that we needed to change” back, added Daley. “Our consumers are at the heart of everything we do and we intend on listening moving forward.”

Pyramid Hefeweizen packaging also will get a facelift.

“We’ve made some minor packaging changes right away but we will be talking with beer drinkers and unveiling a new design later this year that is more reminiscent of the tradition and heritage of the Pyramid brand and the Pacific Northwest,” said Daley.

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