Portland brewery Widmer Brothers Brewing has launched Stay Sunny, a full brand refresh across its entire craft portfolio, marking a new chapter – more than 40 years in the making – for one of Oregon’s most iconic breweries and the originators of the American Hefeweizen.
It brings with it two new beers: Hefe Light and Timber Pils.
Hefe Light is a bright, low-calorie, 4% ABV twist on Widmer’s iconic American Hefeweizen, brewed
with yuzu and grapefruit. Designed for easy, everyday drinking, Hefe Light embodies the Stay Sunny
mindset — approachable, refreshing, and full of flavor.
Timbers Pils builds on Widmer Brothers’ longstanding partnership as the official craft beer of the
Portland Timbers. This Northwest-style Pilsner delivers a crisp, floral, all-day-drinking experience,
created with game days, backyard BBQs, and communal moments in mind. This brew is available
on-tap in Providence Park and in cans where beer is sold in Oregon.
Widmer stated that “Stay Sunny is both a return to Widmer’s roots and a modern expression of what the
brand stands for today.”
Brian Hughes, Senior Brand Director, Widmer Brothers Brewing, put it this way.
“Stay Sunny is a rallying cry not just for Widmer, but for craft drinkers today,” he said. “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.
“With StaySunny, we’re investing meaningfully in the brand’s future, our connection to the Pacific Northwest,
and a continued commitment to delivering top-quality craft beer at an incredible value to reaffirm
Widmer’s leadership in craft beer and deepen our connection to Portland community.”
The name Stay Sunny comes from the first days of Widmer Brewing. When founders Kurt and Rob Widmer first poured Hefeweizen in Portland bars in 1986, they searched for the sunniest spot in the room to showcase the beer’s signature cloudy glow. And while in Portland and the Pacific Northwest as a whole, sunshine is fleeting, but when it’s out so are the people.
Stay Sunny represents a significant investment in the Widmer Brothers legacy brand, spanning
refreshed brand expression and packaging across the portfolio, new accessible pack formats, and
one of the brand’s largest and most sustained marketing efforts in recent years.
The refresh is supported by a high-impact, multi-month campaign that includes:
• New four-pack, 16-ounce cans priced under $10 across the lineup
• A sustained Portland-area out-of-home billboard presence
• Geo-targeted creative across multiple Oregon markets
• Expanded digital and social support
• Integrated partnerships, local brand activations, pop-ups, and on-premise presence at
community events
Leave a Reply