Punk IPA, Hazy Jane, Lost Lager, and Elvis Juice have all undergone a rebranding aimed at enhancing their individual visual identities. This refreshing approach not only modernizes the packaging but also allows each beer to stand out in the competitive landscape.
The new designs will be rolled out across all packaging formats, including bottles, cans, and outer packs, ensuring a cohesive brand presence.
BrewDog last refreshed its packaging in 2020, retaining many components such as the color palette and brand mark, while evolving the overall aesthetic.
This announcement follows the recent promotion of former Chief Financial Officer James Taylor to CEO after the unexpected departure of James Arrow, who left due to personal reasons.
In conjunction with Taylor’s ascension, Lauren Carrol has been appointed Chief Operating Officer, following her successful tenure as Chief Marketing Officer for over two years.
Commenting on the rebrand, Carrol emphasized that the brewer is entering a “new era.”
“The new packaging will do something we have always sought to do right from the start – disrupt the category,” Carrol remarked.
“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!”
Founded in 2007 by James Watt and Martin Dickie, BrewDog is headquartered in Ellon, Scotland, employing over 2,700 individuals. In addition to its prominent beer lineup, the company operates more than 120 bars and venues globally while exporting to over 60 countries.
Watt served as CEO during the brand’s first 17 years but transitioned in 2024 to concentrate on “other business interests.” In a 2022 BBC documentary, Watt faced allegations regarding inappropriate behavior and abuses of power during his tenure.
