26.08.2014

Meet the Families

Meet the Families

As you'll no doubt be aware by now, we've got a new look, and many users of our online shop will already have our new Punk IPA bottles in their paws as these have now started rolling out from Brew HQ! The new designs will be appearing gradually across our beers in the coming weeks.
 
In line with our new look, we've also been working on rejigging our beers into more comprehensive and easy-to-navigate families. This restructure is intended to make it a bit clearer what to expect from our ranges, which were previously a bit loose and unpredictable. We've taken the opportunity that the new branding gave us to give each family its own look and feel to reflect where it's come from and what's inside the bottle. This should hopefully communicate the intensity of some beers, the idiosyncrasies of others and the downright craziness of those at the furthest extremes.
 
Here's the low down on our families…
 
HEADLINERS.

Say hello to headliners. You've likely met them all before, so they shouldn't be too difficult to get acquainted with. The Headliners are our permanently available range. We'll have them in our bars and online shop all the time, they're our most popular beers and they're the ones we brew most frequently. They all sit below 6% ABV, and they're all relatively accessible (no mental barrel ageing or bizarre ingredients here), and at the moment these beers are Punk IPA, Dead Pony Pale Ale, Five AM Red Ale and Brixton Porter. We'll be adding a lager to this range (to replace Fake Lager) in around September – stay tuned for news on that new beer!
 
AMPLIFIED.

As their name suggests, these beers have been turned up to 11. These are our stronger, more complex beers. The older, freakier brothers and sisters of the Headliners, if you will. All sitting over 6% ABV, these beers are more intense and their depth and strength is communicated in the design adorning the bottle. Here you'll find Hardcore IPA, Dogma, Cocoa Psycho, Tokyo*, Jackhammer and Libertine Black Ale. They'll all be regularly available albeit less permanently than the Headliners.
 
SMALL BATCH.

The small batch family consists of all our weird, one-off beers. The creative, boundary-pushing beers featuring custom label art from equally as artistic illustrators. This family is also home to our occassional brews, such as the 0.5% ABV Nanny State and Electric India.
 
ABSTRAKT.

You didn't think we'd forget about our old friend Abstrakt did you?! Don't worry, we've not touched these. They will still be released every 4 months (ish) and will continue to push expectations of what beer is and what it can be. They'll always be very small batches, and they'll always be big, bold, collectable beers with a story to tell. We'll be giving their packaging a bit of a refresh towards Autumn of this year as well.
 
We're not removing any beers from our lineup, we're just restructuring them to make more sense. They're all still the same recipe and the same ingredients, and the keg, bottle and can sizes will remain the same. Keep an eye out for these new labels rocking out from Brew HQ in the coming weeks.

Posted in - brewdog-news

Comments

  • Love the new labels guys. these pics rock too
    Edinburgh Rich29.08.2014
  • I dont think some of the people commenting here really get what the whole punk thing is about? Its not literal mohawks, guys. Its a point of view and it still seeps through in these labels IMO.
    Angelo29.08.2014
  • .....more comprehensive and easy-to-navigate families.

    Not very Punk like....
    Youre not resisting tyranny in any form
    Nancy Laura Spungen28.08.2014
  • I am still not convinced, and I agree with Anonymous Boozer.
    You (WE) have spent years building up the brand names and designs, and they are now reconisable around Europe and the rest of the world. Dont change just for the sake of change. How much did this new re-vamp cost ?? That money could have been invested in more top class beer.
    PeteH28.08.2014
  • Really dont like the new designs. Its not that they look bad. Its more that brewdog I see with a funner image. Fun exciting beers with clever funny stuff wrote on the side.
    Many times Ive had friends see me drink it they see the bottle and are like what beer is that!? Can I have a taste??
    But with this new design just looks too plain
    Eddog27.08.2014
  • Totally agree with anonymous boozer. Prefer the original designs and there is nothing punk about the new ones. Originals were instantly recognisable on the shelves, these wont be.
    arobertson27.08.2014
  • Ill second that for the vote for Trashy Blonde. Was gutted to see it leave the fold.
    Michelle27.08.2014
  • The new style remember me the exercice on graphics school. The anciens style are more original I think and more visuel in the midle of over beer.
    Seluna27.08.2014
  • Im guessing the designs will be replicated in a similar way for the cans. Looking forward to canned jackhammer!
    J.bax27.08.2014
  • The amplified range labels remind me a lot of Emelisse
    Tommy27.08.2014
  • Please keep brewing the Fake Lager recipe. Its probably my favourite as everyone now is doing in your face hoppy beers & it makes a refreshing change. Just changing the crap name is all that is required. Im sure it would sell more.
    MC27.08.2014
  • are there any chances to bring back the old punk ipa recipe ?
    bobafett26.08.2014
  • Three words: Tactical. Nuclear. Penguin.
    Mayhem26.08.2014
  • Bring back 77 Lager!
    Cmurray626.08.2014
  • I like the new designs, does the change mean that Brewdog gave into the Portman Groups demands ? Would be understandable if they have if a little disappointing.
    Buzz brewer26.08.2014
  • To me the new branding smacks too much of being another London rail-way arch brewer. Not that there is anything wrong with that, but the original branding was more unique.
    An Anonymous Boozer26.08.2014
  • Hope Paradox looks even more like a packet of John Player Specials now.
    AOME1726.08.2014
  • These new designs looks slightly boring to be honest.

    It would be nice to know what to expect fom each beer, but that would be achieved with clear simple descriptions of what to expect, not by putting them in families. This could still be written in Brewdogs quirky style of course, just maybe tone down the jibberish written on bottles now.
    Freddy26.08.2014
  • Trashy Blonde please!
    Moray26.08.2014
  • My wife is going to be very upset when I tell her that Fake Lager - her favourite beer - is getting replaced!
    Kenny Body26.08.2014
  • How much of a risk is it to rebrand a very successful and recognisable product?

    I like the new designs, but also liked the old ones. The labels of the Headliners are slightly reminiscent of Marstons Revisionist range, which is perhaps a worry.
    MediocreDan26.08.2014
  • Certainly clears things up.

    As for a lager in your core range. Please bring back 77 Lager!! :)
    Andy29826.08.2014
  • All look good, but I hope the Tokyo* there is not its permanent future design. Just doesnt stand out as the uniquely mind blowing beer that it really is.
    rwebster126.08.2014
  • Makes a lot of sense!
    Henry 26.08.2014

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