Punk IPA, Hazy Jane, Lost Lager and Elvis Juice have all been given a new look which aims to evolve the branding and provide each beer with a more individual visual identity.
The new designs will appear across all packaged formats including bottles, cans and outer packs.
BrewDog last updated its packaging in 2020 and has kept many of the components from those designs including the colour palette and brandmark.
The announcement comes a few months after former chief financial officer James Taylor stepped up as CEO following the sudden departure of James Arrow due to personal reasons.
Taylor’s promotion coincided with Lauren Carrol being named as chief operating officer after spending more than two years as the firm’s chief marketing officer.
Commenting on the rebrand, Carrol said that the brewer was entering into a “new era”.
“The new packaging will do something we have always sought to do right from the start – disrupt the category,” Carrol added.
“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 now based in Ellon, Scotland, and employs more than 2,700 people. In addition to its range of beers, it operates more than 120 bars and venues around the world and exports to over 60 countries.
Watt served as CEO for the brand’s first 17 years in business but stepped back in 2024 to focus on “other business interests”. During a 2022 BBC documentary about the brand, Watt was accused of inappropriate behaviour and abuses of power while in the role.
