Goose Island Beer Co. is reintroducing one of its most recognizable beers, 312 Beer, with a refreshed design and a renewed focus on its Chicago roots.

A Chicago Original with National Reach

Named after Chicago’s original area code, 312 has long served as an accessible entry point into craft beer, helping introduce a broad audience to the category while remaining a staple in its hometown. The brand has built cultural relevance over time, celebrating “312 Day” (March 12), an official holiday in Chicago that began with Goose Island employees more than 12 years ago and later gained official city recognition by the Mayor. 

“It’s a Chicago Thing.”
At the center of the relaunch is a new campaign and brand identity: “It’s a Chicago Thing.” While rooted in the city, the message serves as a national reminder that Chicago celebrates resilience, pride, creativity, and community.

Built for Today’s Craft Drinker

Alongside the new look, Goose Island is introducing a streamlined 312 packaging lineup designed around how consumers shop and gather today. In addition to shifting from 15-packs to 12-packs as the core offering, the brand is also introducing 312’s first-ever 24-pack – unique in craft beer – to offer a value trade-up for price-conscious consumers. They will continue to offer 312’s legacy 6-pack bottles and 16oz cans for longtime fans.

The updated design nods to 312’s original look while leaning into digestibility, simplicity, and occasion-based messaging like “Easy Drinking” and “It’s a Chicago Thing.” The goal is to make the brand more intuitive and relevant for today’s drinker.

This evolution of 312 is now rolling out to off and on-premise retailers in the coming weeks.