Deschutes Brewery Press Release (FULL)

FOR IMMEDIATE RELEASE

Marie Melsheimer

Jubelale Returns Featuring Artwork by Bend, Oregon’s Avlis Leumas. Deschutes Brewery’s festive winter ale to start hitting shelves this month Bend, Oregon.

– 06 September 2013 –

When the crispness of fall starts to fill the air, Jubelale starts to show up on shelves and tap handles. Dark and malty, layered flavors unwrap to reveal chicory and earth notes and a hoppy kick to finish. Each year, a different local artist creates an original piece of work to grace the label and packaging of Jubelale. For 2013, Bend, Oregon artist Avlis Leumas created a mysterious owl perched along a wintery Deschutes River.

MM:What inspired you?

AL: I was on a business trip in Chicago early February when I got the call from Deschutes to create this year’s label. The next day, my wife and I went to The Art Institute of Chicago and I remember staring at Van Gogh’s 1887 self-portrait asking for guidance. The concept that kept coming back to me was what you see on this year’s label, because at that time back home, everyone was talking about the owl at Farewell Bend Park.

MM: What were you trying to convey with this piece of artwork?

AL: The title of the piece is “Lost in the Loud”. I wanted people to look at the label and get lost in a story. For lovers of Jubelale, there is a lot of history and metaphor woven in; for locals who aren’t into beer, it is loaded with local landmarks and a bird who (at the time the label was created) was the town celebrity. The goal was to balance with opposites: as serene and quiet as the piece is, there is movement and activity everywhere.

MM: Thoughts on being included on the packaging and label?

AL: Katherine Taylor’s Jubelale was the first one I ever saw, and I look forward to seeing them every year since. It’s an incredible honor to join the ranks of a group of artists I have admired for so many years. The great thing about creating Jubelale art is that because each piece is so uniquely brilliant and diverse from the next, the only thing you have to do is be yourself.

This year marks the 26th bottling of Jubelale, the first brew that Deschutes Brewery ever bottled. For 19 of those years, a different local or regional artist has been chosen to create original artwork for the label. This “winter warmer” is a well-balanced favorite for the holiday season. Jubelale will be available in all 21 states where Deschutes Brewery beer is sold, starting in September. 6.7% Alcohol by Volume (ABV); 60 IBUs; 12-

Click below to watch a short video of the creation of this year’s label:

Jubelale 2013 by Slidely – Slideshow maker

    1 Comment. Leave your Comment right now:

    1. by Trent

      Ooooh now I need to try that Jubelale, it looks so festive! That superb artwork makes me thirsty for a crisp cold Jubelale!

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