Virginia Tourism Corporation and Devils Backbone Brewing Company recently announced a new partnership surrounding Devils Backbone’s flagship beer, Vienna Lager: a collaborative “Virginia is for Lager Lovers” logo is appearing across all Vienna Lager packaging as of last month.
The partnership marks the beginning of a series of programming from Devils Backbone, celebrating its iconic Vienna Lager and highlighting the people, places, and culture that make Virginia special. Through events, storytelling, and community engagement, the initiative will spotlight the shared values between the two organizations and their connection to the region.
“Virginia has always been at the heart of Devils Backbone, and Vienna Lager has connected us with beer drinkers across the commonwealth for nearly 20 years,” said Megan Tuttle, regional vice president, Craft at Anheuser- Busch. “Partnering with the Virginia Tourism Corporation on ‘Virginia is for Lager Lovers’ is a proud moment for our team and a celebration of our home state’s incredible beer culture.”
The co-branded “Virginia is for Lager Lovers” campaign is a spin on the iconic original logo and slogan, “Virginia is for Lovers,” first introduced in 1969. Since then, the original slogan has been recognized as one of the top 10 tourism campaigns of all time by Forbes, and was inducted into the Madison Avenue Advertising Walk of Fame by Ad Age, naming it one of the top 10 most iconic ad campaigns of the last 50 years.
“Virginia’s food and beverage experiences are an important part of what draws visitors to the commonwealth,” said Rita McClenny, president and CEO of the Virginia Tourism Corporation. “This ‘Virginia is for Lager Lovers’ collaboration with Devils Backbone will help highlight Virginia as a premier beer destination in front of a wide regional audience while inviting travelers to come experience it firsthand.”
Consumers can look for the updated packaging design on cans, bottle labels, and cardboard carriers, wherever Devils Backbone beer is sold throughout the region. Additionally, to commemorate America’s 250th birthday, the special packaging will adorn a new “Brewed in the USA” emblem.
