Three Floyds Ventures Out of Craft Category with Launch of Floyds Deluxe

MUNSTER, IN (January 16, 2025) – Three Floyds Brewing, known for its bold, boundary-pushing craft beers, has launched Floyds Deluxe lager  – the brewery’s first beer to venture outside of the craft category. Brewed with Indiana corn grits, the 4.5% lighter-style premium lager is clean, refreshing, and a welcome addition to Three Floyds’ portfolio.

“As we explore opportunities beyond the craft beer category, we remain deeply rooted in our identity as a craft brewery,” says Jason McMackins, President of Sales and Marketing. “We’ve already expanded into spirits and RTD canned cocktails, and now we’re entering the lighter-style lager category. Floyds Deluxe was a natural next step – our employees and customers don’t exclusively drink craft beer, and we want to offer something that resonates with both our loyal fans and the broader beer-drinking community. With Floyds Deluxe, we’re excited to provide a premium lighter-style lager that allows customers to support a local brand while enjoying a beer that truly delivers.”

Floyds Deluxe is now available in 6-pack/12oz bottles, 12-pack/12oz cans, 4-pack/16oz cans, and draft. The packaging showcases a vintage-inspired design infused with Three Floyds’ distinctive “Not Normal” aesthetic.

“When we began to develop Floyds Deluxe, we weren’t making a craft lager – we were creating an American lighter-style lager. While that distinction might seem subtle, it’s a critical point of differentiation reflected in every aspect of this brand, including its packaging,” says Cory Just, Three Floyds’ Marketing Director. “Unlike our usual maximalist approach, this isn’t an intensely hopped-up brew. Instead, it’s a light, clean, and exceptionally well-crafted beer, carefully lagered for 8 weeks. While it may look a little different compared to traditional Three Floyds branding,  don’t worry – our love for swords, sorcery, and mayhem hasn’t disappeared; you’ll still find hints of it if you look closely.”

The initial launch will roll out in Indiana, Illinois, Wisconsin, and Minnesota markets. Retailers and on-premise accounts can be located through the brewery’s product finder. Stay updated on Three Floyds news by following @3floydsbrewing on Instagram.

About Three Floyds Brewing

Three Floyds is a Midwestern brewery dedicated to crafting a wide and ‘Not Normal’ range of quality ales and lagers. Since their founding in 1996 by Nick Floyd, they continue to brew uncompromising and full-flavored beers for a range of tastes. Three Floyds is reported as the 20^th top-producing craft brewery by volume in the United States by the Brewers Association.

After spending over two decades brewing a wide portfolio of craft beer, Three Floyds began envisioning a new, higher-proof project – a distillery.

Using both traditional and innovative distilling techniques, the team created a line of super-premium spirits derived from the finest and rare ingredients. Today's lineup includes award-winning whiskeys and gins – as well as newly created premium canned cocktails. The distillery stays true to Three Floyds’ ‘Not Normal’ code – unwavering and without compromise.

Since their official launch in 2019, Three Floyds Distilling has accumulated over 70 accolades, including Indiana Distillery of the Year at the New York World Wine and Spirits Competition, Best in Class at the American Craft Spirit Awards, and six triple gold medals at MicroLiquors Spirit Awards.

For information about Three Floyds products and their availability, visit 3floyds.com.