Marble rolls in a different direction

Unless you were living under a rock this past weekend, you undoubtedly heard about the “hatching” that took place at Marble Brewery on Friday. Yes, one of Albuquerque’s most iconic breweries has completely re-branded itself. And when I say completely I do mean completely. The shift in brand recognition is so divergent that my first thoughts were, “Did Marble get sued for trademark infringement and had no choice but to abandon the marble theme?” While that theory seems unlikely, the surprising change does lend itself to the question of why. Why would such a recognizable and successful brewery feel the need to reinvent itself at this stage in its journey?

Here is the official statement from Marble: “We love Albuquerque: the bright blue skies, the colorful, energetic, funky people, places, art, landscapes and food that burst from our vibrant city. We wanted an image that exuded our passion for craft beer and our commitment to brewing boldly, punctilious

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