BrewDog has unveiled a first packaging refresh in five years.
The Scottish brewer’s flagship beers Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been refreshed with a new design and “Brewed Fresh” tagline. The BrewDog brandmark, however, remains unchanged.
The updated designs will appear across all packaged formats of the beers including bottles, cans and outer packs as existing stock is sold to minimise waste. Other beers including BrewDog’s Alcohol Free (AF) range and Black Heart stout will also evolve over time.
Individual sub-brands such as Wingman and Cold Beer will retain their existing branding, however.
The revamp provided each beer with “more of an individual visual identity”, according to BrewDog.
Punk IPA packed “more of a punch” while Lost Lager had been given “a light facelift with simplified messaging and colours”.
The Elvis Juice rebrand, meanwhile, mimics the redesign recently rolled out in the US.
The overhaul was “the start of a new era for BrewDog”, claimed BrewDog COO Lauren Carrol.
“The new packaging will do something we have always sought to do right from the start – disrupt the category,” said Carrol. “Our mission remains as it has always been – to make people as passionate about great beer as we are.
The new “Brewed Fresh” tagline was a “badge of honour” that reflected BrewDog’s approach to brewing with “no shortcuts, no compromises”, said Carrol.
“We have committed to only the highest quality beer, crafted with cutting-edge technology and relentless passion,” she added.
Also this month, BrewDog has collaborated with Co-op and Booker to introduce two new fruity beers, exclusively to the convenience channel.
Fruit Burst IPA, a “modern pale ale bursting with tropical, passionfruit and berry notes”, has launched in Co-op (rsp: £6/4x330ml).
Meanwhile, Orange Crush, “a freshly peeled IPA, with tangy citrus aromas”, has rolled into Booker (rsp: £7.49/4x330ml).
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