(Grand Rapids, MI) As of August 26th, 2015, Founders Brewing Company has officially moved to relabel their Breakfast Stout…at least in Michigan, that is. The label of this ever popular beer has recently come under fire as it was discovered to not have been registered with the state for many years. This, combined with Michigan’s new law prohibiting the depiction of minors on alcoholic beverages, has led the Grand Rapids based brewery to relabeling their Breakfast Stout and removing the iconic imagery.
While craft beer advocates have been whipped into a frenzy, Founders has taken the high road with a simple post on their website reading, “The baby of Breakfast Stout is taking some time away from his crib after being booted from the label in our home state of Michigan.“ The post, along with a new baby-less label, offers a tongue in cheek response to the local law change.
The new label, by original artist Grey Christian, features a note reading, “left the crib for a bit, call me if you need me 616-522-2720.” When dialed, callers receive the message:
“Hey, thanks for calling and checking up on me. I’m currently not allowed in my home state of Michigan, so I’m hanging in the rest of the Founders distribution footprint this fall. Leave me a message to let me know how much you love double-chocolate coffee oatmeal stouts, where you’re drinking your beer, or, how badly you want me to come home. My Founders family may even use your voicemail for something fun. Maybe I’ll see you again next year. Then again, maybe not.”
While it may be some time before we see the iconic baby return to shelves in Michigan, the original label will still be shipped to all other states within the Founders distribution footprint, and it will continue to be available from September through December.