Visit Athens, the destination marketing organization of Athens, Georgia, recently unveiled new branding and visual identity which honors the creative energy and welcoming atmosphere of the destination. Informed by extensive research conducted during a strategic plan process, the refreshed brand and new tagline, ‘We’re Always Open,’ highlights Athens as a hub of curiosity and creativity that is always open to new ideas, inspiration, and experiences. To celebrate the new branding, Visit Athens will launch its first-ever beer collaboration with a local craft brewery during a special community event on April 13, 2023.

“As the destination continues to be a hotspot for travelers, it was important that our organization invest in branding that directly reflects the distinctive stories and experiences Athens offers to all visitors,” said Katie Williams, Visit Athens’ director. “We’re excited to reveal the result of much creativity and collaboration and look forward to celebrating its launch with our Wide Open IPA!”
Created in partnership with Athentic Brewing Company, the newly launched Wide Open IPA takes inspiration from the tagline and captures the spirit of Athens with experimental hops, a citrus character and a perfectly smooth finish.

“This partnership is special for us as we take pride in brewing beers that are representative of our city,” said Paul Skinner, co-founder of Athentic Brewing Company. “The creation of Wide Open IPA further highlights Visit Athens’ new tagline ‘We’re Always Open’ and celebrates the Classic City’s welcoming community.”

Visit Athens’ new brand launch comes at an exciting time for the destination, with 2023 marking significant milestones and new initiatives dedicated to creativity and the arts. The Georgia Museum of Art is celebrating its 75th anniversary this year, finalizing additional galleries in its permanent collection, launching an audio tour and installing an interactive visitor response wall. Graduate Athens, a part of Graduate Hotels, also recently opened applications for The Graduate Sweet Dreams Society, an immersive artist residency program that helps artists in the early stages of their creative journey by giving them a space to pursue their dreams. 

Looking ahead, The Classic Center Arena, slated to open in 2024, will feature murals, three-dimensional and immersive artwork created by professional artists. Additionally, the Arena will feature the state’s official music museum, The Georgia Music Hall of Fame, celebrating the Peach State’s musical history and talent such as Athens’ own R.E.M.. The collection will include historic music memorabilia and a series of interactive displays that allow guests to shape their own personalized learning experience.