BrewDog has unveiled a series of makeovers for its core range of beers.
Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been refreshed with a new design, providing each beer with “more of an individual visual identity”, said the brewer.
The new looks will appear across all packaged formats of the beers including bottles, cans and outer packs.
BrewDog last changed its packaging in 2020 and many of the key components from those designs remain, such as the colour palette, banding across the cans and the BrewDog brandmark.
Hazy Jane is the first beer to start appearing in its new packs, retaining its iconic teal colour palette but introducing a new, mellow font to reflect the “smooth, juicy and refreshing” beer style.
Punk IPA, the brewer’s best-selling beer, which turned 18 this year, now packs more of a “punch, leaning into the roots of its inspiration”.
Lost lager has had a light facelift with simplified messaging and colours on the can, re-enforcing its position as a “strong contender in the lager aisle”.
Meanwhile, Elvis Juice recently underwent a refresh in the USA, where it is BrewDog USA’s best-selling beer, and the new design is being replicated for the UK market.
To minimise waste, the new packaging will be introduced as the brewer depletes existing stock designs.
“This is the start of a new era for BrewDog. The new packaging will do something we have always sought to do right from the start – disrupt the category,” said Lauren Carrol, COO at BrewDog.
“Our mission remains as it has always been; to make people as passionate about great beer as we are. Brewed Fresh is our badge of honour, and references our approach to brewing; No shortcuts, no compromises. We have committed to only the highest quality beer, crafted with cutting edge technology and relentless passion. I cannot wait to see the new cans on shelves very soon!”
BrewDog’s wider range will undergo new designs “over time”, including its Alcohol Free range and Black Heart stout.
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