Brooklyn Brewery Refreshes East IPA with New Look

Brooklyn Brewery is unveiling a new look for East IPA, a longtime staple of its core portfolio and a fan favorite since its debut in 1996. Rolling out in stores throughout June, the refreshed design highlights East IPA’s deep NYC roots.

The new packaging moves away from East IPA’s former travel-themed aesthetic and instead draws from the everyday visuals of New York—subway cars, dive bars, basketball courts and corner spots, according to the brewery.

“East IPA has always felt like a true New York beer—unpretentious, flavorful and built with character,” said Brooklyn Brewery’s CMO Karli Bainbridge in a news release. “The new look taps into the places and moments that define our city. It’s not about reinvention—it’s about refreshing the design to feel real to who we are and where we’re from.”

Brooklyn Brewery will also release a limited-edition East IPA merch line, according to the brewery, designed to reflect the beer’s place in NYC culture. In addition, the brewery is planning a series of activations rolling out this fall, with more details to be announced soon.

Brooklyn Brewery’s East IPA is available year-round in 6-packs of 12-oz. bottles, cans and on draft at bars and retailers throughout NYC and nationwide.

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