Who is HarpoonвЂ™s Brewmaster? What makes him so darn good?Д.K. WeвЂ™ll introduce other takes on the style, but we may never look at another beer in the same way we look at Harpoon IPA.Д.L. It has a heritage now that we treasure and respect. Our IPA is the same as it ever was вЂ“ and thatвЂ™s part of what makes it unique. How do you continue to make Harpoon IPA stand out amongst the many IPAs available today?Дan Kenary (D.K.)In some ways, itвЂ™s actually getting easier! We laugh about it sometimes because if you open a brewery in 2018, thereвЂ™s no way youвЂ™re launching a crystal clear, balanced IPA as your flagship. With returning holiday favorites like Harpoon Winter Warmer and UFO Winter Blonde, as well as new collaboration beers like the highly anticipated DunkinвЂ™ Coffee Porter, Harpoon has plenty of innovation on the docket to carry the portfolio into 2019 and beyond.Дraught Lines spoke with the breweryвЂ™s CEO and co-founder Dan Kenary to talk collaborations, holiday beers & traditions and what we can look forward to from Harpoon in 2019.Дraught Lines (D.L.) Your flagship IPA has been around since 1993. last year, the staying power of this brewery is impressive. Ranked 16th largest craft brewer in the U.S. Now 32 years young, itвЂ™s also MassachusettsвЂ™ oldest, continually operating brewery.

Independent and employee-owned Harpoon is the second largest brewery in Massachusetts, behind Boston Beer Company. HarpoonвЂ™s motto, first coined when the brewery opened in 1986, embodies their pride in brewing great beer and enjoying the experiences paired with it. After all, if beer drinkers had not been willing to embrace change over the past 30 years, we would all still be drinking light yellow lagers and not knowing what we were missing! I couldnвЂ™t be more excited about whatвЂ™s ahead for Harpoon.Love Beer. вЂњThe new IPA package and refreshed Harpoon logo are just the beginning,вЂќ Kenary added. The transformation will be complete by the end of 2016. Next in line for the refresh is Harpoon Take 5 Session IPA, the breweryвЂ™s newest year-round beer released this past May, followed by their summer seasonal beer. вЂњWe needed to do a better job of communicating who we are in our packaging - we needed to let our personality shine through.вЂќ Boston-based brand strategy firm Catapult Thinking provided guidance through the process. вЂњOur goal was to create something that would stand out on the shelves and draw the eye to the package,вЂќ Bailey said. RELATED: Talking cut-and-stack labels with Oak Printing The IPA package was designed by HarpoonвЂ™s in-house creative team, led by Creative Director Adam Bailey. New elements include a bolder, larger Harpoon logo, a larger background check pattern and a tiger icon. The new design maintains several of the classic elements from the original Harpoon IPA package including the checked background pattern, the bluish-purple and orange color scheme and the tiger lilies. But we are working hard to do a better job of telling our story, especially to beer drinkers who may not know us well.вЂќ вЂњWe are not changing who we are, or most importantly, the beer inside the bottle, can or keg. вЂњAs we head into our 30th year, itвЂ™s time for our logo and our branding to evolve,вЂќ said Harpoon CEO and Co-Founder Dan Kenary. While there have been tweaks to the Harpoon look over the years, this is the first major design refresh in HarpoonвЂ™s history.

Next up for a refresh: Harpoon IPA - the first in a total brand redesign. There are more, and this makes sense because we know the impact of marketing and labelsВ in particular has been big on buying decisions. This usually means it is time for a new look. With so many new craft breweries (the most ever, actually), the older guard needs to defend its well earned turf.

New harpoon ipa