Brooklyn Brewery is unveiling a brand new search for East IPA, a longtime staple of its core portfolio and a fan favourite since its debut in 1996. Rolling out in shops all through June, the refreshed design highlights East IPA’s deep NYC roots.
The brand new packaging strikes away from East IPA’s former travel-themed aesthetic and as an alternative attracts from the on a regular basis visuals of New York—subway vehicles, dive bars, basketball courts and nook spots, in keeping with the brewery.
“East IPA has at all times felt like a real New York beer—unpretentious, flavorful and constructed with character,” stated Brooklyn Brewery’s CMO Karli Bainbridge in a information launch. “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.”
Brooklyn Brewery may even launch a limited-edition East IPA merch line, in keeping with the brewery, designed to mirror the beer’s place in NYC tradition. 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 offered year-round in 6-packs of 12-oz. bottles, cans and on draft at bars and retailers all through NYC and nationwide.
