There are physical changes to the brewery, too. Atlanta Brewing has upgraded its taproom in the wake of game-changing legislation that allowed Georgia breweries to start selling directly to customers in Sept. 2017. The brewery’s own-premise space went from eight to an ambitious 28 taps pouring 20 unique beers, many of which are unavailable elsewhere, including adventurous offerings such as Brett Pale Ales, local collaborations, and various sour beers. These are not the kind of beers the Brewery Formerly Known As Red Brick was known for producing, and that seems to be the point.

“The end goal is to bring our branding up to where our beer is,” Davis says. “We want to present an experience to our consumers, and the last piece of that was this rebrand.”

More than just a facelift, though, Atlanta Brewing is doubling down on a city that’s having a bit of a cultural moment lately. There’s Donald Glover’s eponymous, critically acclaimed television show (not to mention the generous tax incentives that have enticed much of the rest of Hollywood to head to The Peach State), a groundswell of public support and record fan attendance for the Atlanta United soccer team, and increasing talk of Amazon HQ2 choosing ATL as its destination.

While before, much of the city’s status may have been focused around its prominence as the rap music capital of the world (a title that it still owns, incidentally), there are now myriad other reasons to get excited about Georgia’s capital—including it’s food and drink scene. Putting that all in perspective a bit, this a brewery that was tied to locality at a time (1993) when it was less important, and now finds itself coming back around to that in a time (2018) when it’s often seen as essential.

Davis says they envisioned “something that gave a nod to our past 25 years, but with a fresh update. Really, we wanted this branding to kind of mirror the city it is named for—an older city that is having a renaissance and is seeing new, young, and fresh influences.”

It’s an interesting decision, one that allows Georgia’s oldest brewery to, in effect, act like the state’s newest. The company is choosing to reinvent itself while placing all its chips on the quality of its beer and its city. Or, to put it another way, as Lil Scrappy rapped during a particularly classic guest spot on Jeezy's 2005 anthem “Bang,” “I don’t rep the A by mistake, I do this shit on purpose.”