Through 19 years of business, Legend has been fairly straightforward with its names — Legend Brown Ale, Legend Pilsner, Legend Porter.
“We like to be sure that people know what they are getting,” said Dave Gott, vice president of operations. Names sell the brewery and build brand allegiance.
One day, though, assistant brewer Brian Knight and others started tossing around ideas. They came up with a theme, the Urban Legend Series, and four names: Guardian Dog Doppelbock, Richmond Vampire Imperial Red Ale, Lost City Saison and Locomotive 231.
“They had all the names ready to go. We said, ‘Sounds good to us,’” Gott said.
History and local lore predominate. The Guardian Dog Doppelbock, the initial release that’s out now, pays tribute to the iron statue of a black dog that watches over a child’s grave in Hollywood Cemetery. There are several versions of the tale, and Legend notes the mystique.
“The dog has a personality of his own and has been reportedly discovered looking in various directions. He is said to come alive if he feels the need to protect his young mistress,” Legend’s description says.
The Iron Dog is one of the most popular monuments in the cemetery, and it appears the Legend series is a hit as well.
“People are really reacting to the names,” Gott said.