BrewDog rebrands core beers and scores London Stadium deal

BrewDog has revealed a major rebrand of its core beer range. Credit: BrewDog

BrewDog has revealed a major rebrand of its core beer range and signed a new multi-year pouring deal with London Stadium, marking a significant move for the Scottish craft brewer as it looks to strengthen its presence on shelves and in venues.

The new packaging design affects four of BrewDog’s most well-known beers – Punk IPA, Hazy Jane, Lost Lager and Elvis Juice. The updated look is designed to give each beer a clearer individual identity while keeping key elements like the colour scheme and BrewDog’s existing brandmark.

“This is the start of a new era for BrewDog. The new packaging will do something we have always sought to do right from the start – disrupt the category,” said Lauren Carrol, the company’s chief operating officer.

Packaging updates will roll out gradually across bottles, cans and multipacks, with no set launch date. The brewery says the slow introduction is intended to avoid unnecessary waste from existing stock.

The move is BrewDog’s first major packaging overhaul since 2020, though many visual features from that rebrand have been retained.

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.”

New stadium partnership

The announcement comes alongside news of a new partnership with London Stadium, which will see BrewDog become the official beer provider at the east London venue.

From June, visitors will be able to buy BrewDog products including Lost Lager, Punk IPA, Hazy Jane and Cold Beer, as well as its alcohol-free range.

The deal is set to kick off ahead of major summer events at the stadium, including performances by Sam Fender and Iron Maiden, and the London Athletics Meet. BrewDog will also become the official beer partner for West Ham United home games starting next season.

The dual move signals BrewDog’s ambition to strengthen both its brand visibility in shops and its presence at high-footfall venues, as it looks to maintain momentum in a fast-evolving drinks market.