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Lucid Brewing adopts North Loop name with new taproom

 Lucid Brewing is changing its name to North Loop BrewCo with an expansion into downtown.

Eric Best : The Journal : December 29, 2015

Lucid Brewing is changing its name to North Loop BrewCo with an expansion into downtown Minneapolis.

With the new name the Minnetonka-based brewing company hopes to better align itself with Inbound BrewCo, its upcoming 12,000-square-foot taproom located a few blocks from Target Field.

“By adopting North Loop BrewCo, we can better associate our award-winning Lucid beer lineup with the new taproom location,” co-owner Jon Messier said in a statement.

The company says the new name will support future growth through its regional distribution network. The refocus on the North Loop won’t affect management or the beer itself.

“The Twin Cities is the cultural capital of the North and has a growing and influential beer scene. We’re continuing the growth and influence of this culture by making great beers in the heart of this capital, the North Loop, “ said co-owner Eric Biermann.

The company started the rebranding with its anniversary Halucidation ale, which will continue with its six packs of its AIR, a Citra blonde ale, and FOTO, an American IPA. The Minnetonka brewery started in 2011.

Inbound BrewCo is expected to open this winter at the corner of 5th & 7th.

Image: Lucid Brewing will soon open Inbound BrewCo, a taproom and brewhouse in the North Loop. File photo

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