Lucid Brewing changing its name to North Loop BrewCo

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Editor’s note: This story has been updated to reflect new information regarding the name change as of 1:40pm, Dec. 30, 2015.

Initial reports that Lucid Brewing of Minnetonka is changing its name to North Loop BrewCo were confirmed by brewery co-owner Jon Messier yesterday.

It’s been quite a year for the brewery formerly known as Lucid Brewing. The company acquired American Sky Brewing in June and launched a new brewery and taproom brand in Minneapolis.

According to a report on, the change to North Loop BrewCo is meant to better align Lucid with the company’s new brewery & taproom, Inbound BrewCo, located in Minneapolis’ North Loop.

According to a Lucid Brewing employee on Facebook, however, the name change is at least partially being made to avoid paying trademark infringement fees to the French makers of Lucid Absinthe. Lucid Brewing’s Steve Snyder commented on the below Facebook post, “It’s a trademark dispute. We had to pay a fee annually with the makers of Lucid Absinthe so it was easier for us to change the name in the long run.”

Regardless of the reason, North Loop and Inbound will remain separate entities.

The new North Loop BrewCo branding debuted with the brewery’s anniversary beer, Hallucidation, and will appear on seasonal offerings from here on out, said Jon Messier in an email message yesterday.

North Loop BrewCo will begin changing over the branding of its core beers, such as Air and Foto, in the coming months and the company’s website and social media platforms will switch to the new brand in the first week of January.

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