May 28, 2024 - Food and Drink

Upland launches new beer brand aimed at women

A white box of cans with rae written on it and two gold cans next to it.

This is what millennial women want, apparently. Photo: Courtesy of Upland Brewing Company

Upland Brewing Co. launched a new beer brand this month aimed at millennial women.

Why it matters: rāe is the craft brewer's first sparkling golden ale and represents Upland's first time using artificial intelligence.

  • rāe's slim can design was developed using AI.

Driving the brews: Upland worked with a market research firm to develop a product appealing to "an underserved market … the millennial female," according to a news release.

Brew of the week: rāe, 4.2 ABV and 110 calories in 12 oz.

  • It's a sparkling golden ale made with lemon and ginger.

What they're saying: "It is important for us to be more accessible to both a younger and more diverse generation," said Samantha Marr, Upland wholesale brands marketing director. "We wanted to create a brand that appealed to those who enjoy an active lifestyle, really care about the ingredients in the products they consume and like to unwind with an aesthetically pleasing and high-quality beverage.

  • "rāe is a reimagination of what consumers have been led to believe beer must taste and look like."

Get more local stories in your inbox with Axios Indianapolis.

More Indianapolis stories