Brooklyn Brewery is unveiling a daring new search for East IPA. The refreshed design highlights East IPA’s deep NYC roots and regular presence within the metropolis’s craft beer panorama, whereas preserving the identical balanced, citrus-forward IPA inside, it says.
The visible replace is greater than a facelift — it’s a mirrored image of the town that formed the beer. The brand new packaging strikes away from East IPA’s former travel-themed aesthetic and as a substitute attracts from the on a regular basis visuals of New York: subway vehicles, dive bars, basketball courts and nook spots. The result’s a design that feels each acquainted and refreshed, capturing the grit, power, and character of the town that’s at all times been on the coronary heart of the beer, in accordance with the corporate.
Brooklyn Brewery’s Chief Advertising Officer Karli Bainbridge explains: “East IPA has at all times felt like a real New York beer — unpretentious, flavorful and constructed with character. The brand new look faucets into the locations and moments that outline our metropolis. It’s not about reinvention; it’s about refreshing the design to really feel actual to who we’re and the place we’re from.”
First launched across the similar time that Brooklyn Brewery’s Tasting Room in Williamsburg opened in 1996, East IPA shortly turned a standout and formally joined the brewery’s year-round lineup shortly after, the corporate notes.
And now, nearly 30 years later, East IPA stays the identical vivid, citrus-forward IPA that its drinkers have come to know and love, a balanced take that mixes daring hop character with an easy-drinking end, it provides.
Brooklyn Brewery additionally launched a limited-edition East IPA merch line, designed to mirror the beer’s place in NYC tradition and its connection to the town’s on a regular basis fashion. As well as, the brewery is planning a collection of activations rolling out this fall, with extra particulars to be introduced quickly.
Brooklyn Brewery’s East IPA is accessible year-round in six-packs of 12-ounce bottles, cans and on draft at bars and retailers all through NYC and nationwide.
