Brewdog has revamped the design of its core beer line up, as part of a wider brand evolution aimed at boosting standout and giving each product a stronger individual identity.

The redesign spans some of the brewery’s most popular drinks, such as Punk IPA, Hazy Jane, Lost Lager and Elvis Juice. It is set to roll out across all packaged formats, including bottles, cans and outer packs. Brewdog said that the new packs will be introduced gradually and with no fixed launch date, in a bid to minimise waste from existing stock.

It marks the first major visual update to Brewdog products since 2020, though key design elements such as the brand’s signature colour palettes and brandmark remain intact.

The redesign to bring out the brand’s character and boost recognition in an increasingly crowded craft beer category.

“This is the start of a new era for BrewDog,” said BrewDog COO Lauren Carrol. “The new packaging will do something we have always sought to do right from the start – disrupt the category. Our mission remains as it has always been; to make people as passionate about great beer as we are.

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“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 confirmed that the new visual direction will extend to other areas of its range over time, including its Alcohol Free (AF) collection and Black Heart stout.

The design refresh follows the launch of Wingman IPA in 2023, which BrewDog said signalled a move toward more distinctive branding across its portfolio.

The brewer also cited the growing success of Cold Beer, a lager brand with retro Americana styling, as a driver behind the packaging overhaul.

In April, the brand made its debut into the grocery sauces and seasoning category with the launch of its new BrewDog Kitchen range of products.

Last year, Brewdog said sales from its grocery division had already edged up 2% from 2023 in the first half of 2024. UK grocery volumes increased 10% year-on-year, outperforming the total grocery beer volume market by 13 percentage points.