Award-Winning Craft Brewery To Announce Major Change This Month

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Dale Bros Brewery, a founding brewery of the Los Angeles-area craft beer movement, plans to announce a major change at a 'reveal party' April 30

craft brewery

Cheers to Beers!

Next week we’ll probably drop a, ‘I can’t even…’ or maybe a good solid ‘I don’t want to talk about it’.

Early April 1, Dale Bros, a craft brewery in Upland, Calif., posted an ambiguous Facebook status of “Something’s brewing,” along with an image of its logo covered by a “Hello, My Name Is:” sticker to let customers know the brewery would announce a significant change later in the month.

“We know everyone loves mysterious, needy status posts on Facebook,” said the brewery’s Director of Marketing Karen McMillen. “You know, like, just posting, ‘Ugh’, and then expecting your friends to ask you what’s wrong?”

“When I found the term ‘vaguebooking’ on the Urban Dictionary, we knew it was the best way forward for our brand,” added Andy Dale, who heads up sales, distribution and business development at the brewery.

“And it’s not just one post; we’ve got a whole campaign planned,” said Brewmaster Curt Dale. “Next week we’ll probably drop a, ‘I can’t even…’ or maybe a good solid ‘I don’t want to talk about it’.”

“Our followers are in for a real treat,” said Andy Dale.

Curt Dale said he expects the "reveal party" planned for April 30 to surprise the brewery's group of long-time customers. He said some customers have asked whether the Facebook status was part of a month-long April Fool's joke. He said, “I tell them, nope, we’re 100% serious. Big changes are happening. The ‘Big Reveal’ party planned at Dale Br… I mean ‘the Brewery, will be an exciting event.’”

Andy Dale said other customers have asked whether the event will announce a name change. "I can neither confirm nor deny that one. Everybody just needs to come out on the thirtieth and see."

Curt Dale said some long-time customers have expressed concern the brewery will change ownership. "I make sure to ease everyone's minds on that one. That’s totally not what’s happening.”

“We’re still family owned and operated,” said Andy Dale. “With all the fun that entails.”

The Dale Bros team promised that their month-long "vaguebooking" campaign will culminate with the “Big Reveal” party on April 30 at Dale Bros Brewery in Upland, Calif. “It’ll be kind of like New Year’s Eve,” said McMillen, “Only in April, and not quite as late.”

About Dale Bros Brewery
Dale Bros is a craft brewery and tap room in Upland, Calif., owned and operated by brothers Curt and Andy Dale. The brewery’s beers have won medals at the Great American Beer Festival, the L.A. International Beer Competition and the California State Fair. The brewery’s tasting room, at 2120 Porterfield Way in Upland, Calif., is open from noon to 9:00 p.m., Tuesday through Sunday.

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Nicole Rohrer
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