After a year of planning and development, the firefighter-owned Sentinel Peak Brewing Company recently rebranded as Firetruck Brewing Company to help build brand-identity as a company dedicated to first responders, according to co-owner Taylor Carter.
“For years, people would walk into our midtown location and see our fire truck mural on the wall,” Carter said. “They would always ask, ‘What’s with the fire truck?’ This ties who we are into the brand a little better.”
Carter also said he thought rebranding would help the company build a better identity should they make the move to regional and national distribution.
While the majority of the rebranding process was straightforward, said Carter, trying to get new signage, merchandise and tap handles proved challenging.
“There’s been ordering issues due to backstock and the nature of 2020.