For decades, a Great American Beer Festival medal has been one of the most coveted honors in brewing. This year, that achievement gets bigger hardware. The nation’s preeminent beer competition is introducing a larger medal, a bold new design, and a beefier ribbon. The award now matches the honor of earning it.
“A GABF medal has always been hard to earn. Brewers enter against thousands of beers from across the country, and every one is judged blind by professionals who know exactly what they’re looking for. The medal should reflect that. When a brewer walks off that stage, they should be holding something that looks like what it took to get there,” said Chris Williams, Brewers Association competition director.
From the Stage to the Shelf
The thinking behind the medal refresh starts with what happens after the celebration. Brewers know what a GABF medal means. We want more beer drinkers to recognize it, too, whether they’re choosing a six-pack or ordering their next pint.
“Bringing the medals and festival branding closer together gives that recognition a more consistent look, connecting the event consumers know with the achievement brewers work so hard to earn,” said Luke Trauwein, Brewers Association creative director. “Modernizing the medal was never the whole assignment. Helping it stand out on shelves and in taprooms is what gives the change its purpose.”
The GABF competition awards ceremony will be held live at the festival on Sunday, Oct. 11. Get tickets and join us to raise a glass to this year’s winners!