Bell's News

Amber Ale's new look is a nod to its history

Amber Ale's label has featured several different pieces of local art over the years. 

It was first packaged with three different labels after it debuted in 1985. They featured a series of shorebirds – a seagull, a wood duck and a heron. Each was dated with the season and as the brewery grew, both the wood duck and the seagull were phased out. In 1990, the heron became the official label.

In 2011, a series of paintings were chosen for Amber's packaging featuring Michigan inspired landscapes.

The heron has returned as part of our packaging refresh that is making its way out into stores, bars and restaurants. This new look combines elements of both in a nod to Amber's heritage.

Amber is the beer that helped build the brewery. First brewed in 1985, it's been a Bell's staple since then.

A mix of toasted grain light caramel notes with a range of floral, citrus and herbal hop notes is capped by a clean bitterness. Amber is also incredibly versatile as a food pairing option and because of its balance, it is an ideal jumping off point to other beers in our portfolio.

Find Amber Ale nearby. 

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