Pyramid Breweries (Nasdaq:PMID) has selected Seattle-based DNA Brand Mechanics as its partner in developing and refining the positioning for the Pyramid brand, as well as in creating more effective consumer communication strategies.

"We selected DNA because of their expertise in brand positioning and marketing strategy, their innovative approach to research, and the energy and enthusiasm they have for the category. We are very excited to be working with DNA," said Amy Hoins, Director of Marketing for Pyramid Breweries.

DNA principal, Alan Brown, says, "Pyramid's commitment to consumer research and their brand is important to us. With so many craft brewery brands around, our challenge is to develop a unique and distinct position for Pyramid."

Hoins added, "The consumer demographics for the beer category are very favorable over the next decade, and craft beers are now competing in the much larger `specialty beer arena' (which includes imports and domestic specialty beers, as well as craft brews). The winning craft beers in the market will be those that deliver high quality craft brewed products with a strong consumer brand proposition."

Martin Kelly, President and CEO of Pyramid Breweries commented, "Strengthening our brand positioning, along with increased consumer communication, and our plans to expand our Alehouse Division will generate more excitement and exposure for our brands with consumers. DNA's creative insight and approach to brand development will be critical to us in strengthening our position in today's competitive local markets."

About DNA Brand Mechanics

The Seattle-based communications firm, DNA Brand Mechanics, was founded in 1998 by Alan Brown and Dan Gross. Other clients include,, Bellevue Square, Consolidated Restaurants, Inc., Worldstream, Evergreen Healthcare, American Express, and Morton Clark, Fu & Metcalf.

About Pyramid Breweries

Pyramid Breweries Inc. is one of the leading brewers of specialty, full-flavored beers and sodas, producing a variety of ales and lagers under the Pyramid and Thomas Kemper brand names. The company also brews four styles of old-fashioned sodas under the Thomas Kemper Soda Company label. Pyramid operates two local breweries and restaurants, the Pyramid Brewery & Alehouse in Seattle, Washington and the Pyramid Brewery & Alehouse in Berkeley, California. For more information, visit