USA, MI: Ypsilanti

After seven and a half years as the Corner Brewery, Arbor Brewing Company's Ypsilanti location is changing its name to Arbor Brewing Company Microbrewery, The Ann Arbor News reported on December 18.

Co-owner Rene Greff said the name change was prompted by the burgeoning statewide attention Arbor Brewing Company's beer and brand has been getting.

"We live in Ypsilanti," said Greff. "We know that Ypsi is the kind of community that doesn't want any kind of interloper coming in from Ann Arbor. So when we opened the Corner Brewery seven and a half years ago, we wanted to give it a distinct identity, and I think that has worked well for the community."

But people from outside of southeast Michigan weren't aware that Arbor Brewing Company and Corner Brewery were part of the same company, and that, said Greff, was starting to become a problem.

"We decided it was time to more closely link the Corner Brewery to the Ann Arbor brewpub," said Greff. "I think the biggest thing we're worried about now is not creating confusion in our home market as we try to clear up the confusion statewide."

Greff said a new sign will bear the Arbor Brewing Company name, but "Corner Brewery" will remain painted on the building, and the microbrewery will continue offering vintage merchandising with the Corner Brewery logo on it.

"It's a fun piece of history," said Greff. "We'll start rolling out our new name slowly. Our website and social media will be part of the first changes, and in mid-January we will have a new sign."

Greff stresses that the name is the only thing that is changing.

"Nothing else will change. We still have the same recipes, the same philosophy and the same brand."

20 December, 2013