A New Look for Side Launch

Side Launch is turning the page with a new look, a clearer point of view, and the same Ontario-brewed beer you already reach for.

Founded on the shores of Georgian Bay, Side Launch takes its name from the historic ship launches that once defined Collingwood, when massive vessels were built on land and launched sideways into the water.

Our new brand idea, Built to Launch, is rolling out across our cans and cocktails, reconnecting us to Collingwood’s shipbuilding roots while reflecting the outdoor lifestyle and shared moments that define Ontario today.

From ski hills and bike trails to cottage docks and city patios, Side Launch is built for the moments that come after the effort.

Why Built to Launch

Built to Launch reflects a mindset rooted in effort, ambition and earned reward. Meaningful moments come from putting in the work, whether that’s finishing a ride, reaching a trail summit, or gathering with friends at the end of the day.

Across Ontario, Side Launch celebrates the reward that comes after the effort.

What you’ll see in the beer aisle

Our refreshed packaging is designed to stand out on shelf and make it easier to find the beer you’re looking for.

Key changes include:

• Stronger colour blocking so each beer stands apart at a glance
• Clearer beer names and style cues right on the front of the can
• A simplified layout that makes your favourite easy to spot
• New tray designs that reinforce the colour system and help beers stand out on shelf
  

So when you’re standing in front of a wall of cans, you’ll know exactly what you’re grabbing.

Familiar beers, sharper stories

Some of our core beers are stepping more fully into who they are.

Our Hazy IPA returns to its original name, Fifth Coast, inspired by freshwater surf culture along the Great Lakes and Georgian Bay.

Wheat becomes Original Wheat, embracing its roots and the beer that helped define Side Launch from the beginning.

Anyday Session IPA gets a subtle shift to Anyday Light IPA.

The liquid hasn’t changed. What’s changed is how clearly each beer tells its story.

Packaging as a Visual Expression of the Brand

The redesigned packaging system was developed in-house by Side Launch’s brand team and introduces a unified visual language across the portfolio, with commissioned illustrations from Ontario-based designer and illustrator Matt Doyle.

Each can is designed to feel like a small poster for an outdoor moment, capturing the landscapes, movement and sense of exploration that define life around Georgian Bay.

Design elements include:

• A workwear-style badge that keeps the iconic boat brand mark front and centre
• Custom illustrations that capture the environment or spirit of each beer
• Nautical chart lines, typography and industrial details inspired by Collingwood’s grain terminals and historic shipyards
  

Together, the system reconnects Side Launch to its shipbuilding heritage while bringing the brand’s outdoor lifestyle to life on every can.

Side Launch Spirits: A New Chapter

The rebrand also marks an exciting step forward as we expand beyond beer with Side Launch Spirits, a lineup of Ontario-crafted ready-to-drink cocktails.

The lineup launches with:

• Lemon Berry Mist — a sparkling gin cocktail with real raspberry and lemon juice (now available in the LCBO)
• Peach Honey Fizz — vodka-based, juicy and lightly sweet (coming soon)
• Cherry Lime Smash — bold, citrus-forward and refreshing (coming soon)

What’s ahead

From shipyards to ski hills, trailheads to taprooms, Side Launch is Built to Launch.

Watch for our new cans and cocktails arriving across Ontario in the coming weeks, or come experience the full lineup at our Collingwood brewery or London taproom.