Widmer Brothers Brewing Unveils “Stay Sunny” Brand Refresh: A New Era for Portland’s Original Hefeweizen

PORTLAND, Oregon – Widmer Brothers Brewing, the cornerstone of the Pacific Northwest craft beer scene, today announced the launch of “Stay Sunny,” an aggressive brand refresh and multi-channel marketing campaign designed to reconnect the legendary brewery with its Oregon roots.

Launched on May 4, 2026, the “Stay Sunny” campaign represents the largest marketing investment for the brewery in over a decade. This strategic pivot focuses on the optimism of the PNW lifestyle, drawing inspiration from founders Kurt and Rob Widmer’s 1986 quest to find the sunniest patio in Portland to pour the very first Widmer Hefeweizen.

Key Highlights of the Widmer Brothers “Stay Sunny” Initiative:

• New Beer Packaging & Visual Identity: The entire Widmer Brothers beer portfolio—including the flagship Hefe, Upheaval IPA, and Steel Bridge Porter—now features updated, vibrant packaging. The new look leans into the “Stay Sunny” aesthetic, emphasizing bright visuals and the brewery’s historic Portland heritage.
• Affordable 16oz Can 4-Packs: To meet consumer demand for value in the craft beer market, Widmer is introducing new 16-ounce can four-packs priced competitively under $10.
• Massive Oregon Marketing Blitz: The campaign includes high-impact Portland billboards, geo-targeted digital advertising across the Northwest, and a heavy social media presence (#StaySunny) to engage the next generation of craft beer enthusiasts.
• Hefe Day 2026: The refresh culminates in the annual celebration of Hefe Day on May 15, 2026. Widmer Brothers will host local pop-up events and brewery activations throughout Oregon to honor the “Official Beer of Portland.”

Tilray Brands and the Craft Brewery Status

Now operating under the Tilray Brands umbrella, Widmer Brothers Brewing proudly maintains its status as a Brewers Association-defined craft brewery. The “Stay Sunny” campaign signals Tilray’s commitment to investing in local Portland businesses and maintaining the authentic quality that defined the 1980s craft beer revolution.

“The ‘Stay Sunny’ mindset is about more than just weather; it’s about the resilient spirit of Portland,” said a spokesperson for the brewery. “By focusing on local community events and high-quality, affordable craft beer, we are ensuring that Widmer remains Oregon’s favorite pour for another 40 years.”

For those searching for the best wheat beer in Oregon or looking for Widmer Brothers near me, the “Stay Sunny” refresh ensures that the iconic “W” remains a staple in coolers and taprooms across the region.

About Widmer Brothers:

In 1984, Kurt and Rob Widmer quit their jobs to follow their passion for making great beer to share with friends and family. From the very first pitcher, the Widmer Brothers aimed to create beer that’s easy to enjoy and perfect for any occasion. While much has changed over the years, the core belief that great beer brings people together remains the same. Widmer Brothers is proud to celebrate its 40th anniversary in 2024-25 and looks forward to many more decades of brewing excellence.

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