BrewDog has updated the recipe of its flagship beer Punk IPA and has confirmed the price would remain unchanged.
The new recipe offered “upgraded ingredients and increased hops, all whilst making it clear that the price will not change”, said the brewer.
The key change to the beer is the introduction of the new ‘krush hop’, which delivered “intense, long-lasting aromatics”, said BrewDog, and is the foundation of Punk’s flavour profile, alongside the original base hops of simcoe and citra
BrewDog said it worked directly with growers and hop development programmes to hand-select the ”best varieties and ingredients” for its beer.
The original Punk recipe was developed over 18 years ago, when the choice of hops was limited, said BrewDog. Craft beer has developed “dramatically” in that time, with modern hops delivering “far more flavour, aroma and stability in beer”, added the brewer.
The new recipe will be introduced via a nationwide campaign called ‘Tastes like commercial suicide’, with a series of OOH activations planned across London and Manchester.
“New Punk IPA is now a much punchier, hop forward evolution of our flagship beer, made possible thanks to modern hop science and brewing processes,” said Lauren Carrol, chief operating officer at BrewDog.
“We recognise that today’s drinkers expect cleaner profiles, sharper finishes, and more expressive hop character. Updating Punk wasn’t optional—it was essential. With this in mind, we have built new Punk IPA with absolute intention: cleaner fermentation, sharper drinkability, a lighter base beer and a new hop bill built for maximum aroma impact.
“And unlike many recipe changes, this is not a price move - using modern hops and tighter fermentation control has actually increased our production costs. But Punk IPA is our flagship brand and improving it is a commitment, so we have absorbed the cost whilst keeping the price steady for our customers and consumers.”
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