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Utah Beer News

The Utah Beer News podcast is an extension of It strives to deliver stories from brewers, breweries, and everyday imbibers who share a passion for craft beer. Founded in 2018, Utah Beer News is written by and for craft beer lovers. It's handcrafted craft beer content to sip and savor.

Oct 15, 2018

In some ways, it's always been simply Shades Brewing. It's rare for someone to refer to the South Salt Lake brewery by its formal name — Shades of Pale Brewing Company.

So Shades is going all-in to better leverage what it believes to be strong name recognition and brand equity.

Utah Beer News talks with Shades CMO Dave Murray about the shift, which goes deeper than merely a name change and label reboot. Instead, it's positioning Shades as an identity, a personality.

We also chat with Trent Fargher, Shades founder, about what's next for the line of kveik golden sour ales. The brewery is fresh off a gold-medal win at the Great American Beer Festival for its Kveik 1.

Read the accompanying article.

Enjoy the episode!

Episode 9 | October 15, 2018