Terrapin Beer Co. announced a full brand refresh today, centering on rock album-inspired packaging artwork across its entire portfolio. The Athens, Georgia brewery’s new look features work from artists including Matt Leunig, Brian Steely, and Justin Helton, each bringing distinct visual interpretations based on Grateful Dead’s music catalog to year-round beers like Hopsecutioner. The rebrand includes a new tagline—”Terrapin Beer. Sounds good.”—that reenforces the brewery’s long-standing musical identity, a connection dating back to its 2002 launch when founders John Cochran and Brian “Spike” Buckowski named the operation after a Grateful Dead song.
MORE: Terrapin Beer PICS over the years (in progress)
The new art brings a vibrancy and boldness to the brand that it hasn’t had before, while also staying true to its roots, community focus and mission to create the finest quality craft beers…” – Madison Faivre, Senior Brand Manager of Terrapin Beer Co.
The timing is notable given Tilray Brands’ strategy in Georgia. SweetWater was first acquired by Tilray in late 2020, and most recently Terrapin in September 2024. Tilray now controls two of the state’s most established craft breweries. Rather than consolidating brands or eliminating the in-state competition, this rebrand suggests Tilray is maintaining distinct market positioning for both operations—SweetWater holding its own Atlanta-centric identity while Terrapin leans harder into its Athens roots and music-forward branding.
