Widmer Brothers Brewing, the creator of the Original American Hefeweizen and a craft brand under Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), has announced the launch of 'Stay Sunny,' a comprehensive brand refresh across its entire Hefe portfolio. This initiative marks a significant new chapter for one of Oregon's most iconic breweries and the originators of the American Hefeweizen.
What the 'Stay Sunny' Campaign Entails
The 'Stay Sunny' campaign represents a refreshed brand expression, new packaging across the portfolio, new accessible pack formats, and one of the brand's largest and most sustained marketing efforts in recent years. The launch also brings new momentum to the Widmer portfolio with the introduction of two new beers.
New Beer Offerings
Hefe Light: A bright, low-calorie, 4% ABV twist on Widmer's iconic American Hefeweizen, brewed with yuzu and grapefruit. Designed for easy drinking, Hefe Light embodies the 'Stay Sunny' mindset — approachable, refreshing, and full of flavor.
Timbers Pils: Building on Widmer Brothers' longstanding partnership as the official craft beer of the Portland Timbers, this Northwest-style Pilsner delivers a crisp, floral profile created with game days, backyard BBQs, and communal moments in mind. This brew is available on-tap at Providence Park and in cans in local Oregon beer aisles.
Brand Philosophy and Heritage
According to Brian Hughes, Senior Brand Director at Widmer Brothers Brewing, 'Stay Sunny is a rallying cry not just for Widmer, but for craft drinkers today. It's a confident, optimistic expression of Widmer that honors our deep roots and brand heritage in the Pacific Northwest, while meeting Oregonians where they are now — both in terms of regional pride and accessibility of craft beer.'
At its core, 'Stay Sunny' is both a return to Widmer's roots and a modern expression of what the brand stands for today. The rallying cry draws from three defining truths:
- Brand History: When the Widmer Brothers first poured Hefeweizen in Portland bars in 1986, they famously searched for the sunniest spot in the room to showcase the beer's signature cloudy glow, a small but meaningful act that reflected their belief in warmth, approachability, and connection.
- Regional Perspective: In the Pacific Northwest, especially in Portland, sunshine is fleeting, but when it appears, it transforms the city. It brings people outside, into parks, patios, and shared moments. 'Stay Sunny' is Widmer's way of capturing and celebrating that energy.
- Optimism as a Mindset: 'Stay Sunny' is ultimately a state of mind, an internal disposition of resilient optimism that doesn't depend on perfect conditions.
Together, these ideas anchor a campaign designed to reconnect Widmer with the fabric of Portland while re-energizing its presence across Oregon and the broader Pacific Northwest. The marketing effort includes multichannel components rooted in Portland and extending across Oregon and the region.
