![]() Harpoon Brewery decided it was time for a redesign that would help it stand out in the category and tell its unique story. As a result, it became harder for Harpoon to distinguish itself and grab the attention of new consumers. Throughout the years, the craft beer category ballooned with new offerings and specifically new IPAs. At its onset, Harpoon IPA, New England’s original IPA, was one of only a handful of craft beers brewed on the east coast, and it quickly became a bestseller known for its “easy-drinking” flavor profile. "Since the original launch of Harpoon IPA in 1993, the craft beer aisle has grown exponentially. ![]() Led by Chase Design Group, the design team leaned into the existing brand assets and evolved them. So we were pretty surprised in the past few months to see Harpoon quietly unveil their redesign, as you couldn’t pass a beer cooler without taking notice of it. In 2014, Harpoon became an employee-owned company.Some of us call New England home, and the sight of Harpoon is about as common as a Dunkin’ every half a mile. Harpoon’s line of craft beer features its award-winning IPA and seasonal beers, along with special limited releases. Since then, it has expanded to a second brewery in Windsor, VT. The Harpoon Brewery was founded in 1986 by beer lovers who wanted more and better beer options. When the Brewery was founded, Harpoon was issued Brewing Permit #001 by the Commonwealth of Massachusetts, since it was the first to brew commercially in Boston after a dormant period of about 25 years. To find it near you, check out the Harpoon beer finder. Harpoon IPA is available on draft, in 6-packs and 12-packs everywhere Harpoon is sold. During the month of July, a portion of proceeds from each case sold of Harpoon IPA will go directly to the PMC’s fundraising efforts. The Pan-Mass Challenge raises money for life-saving cancer research and treatment at Dana-Farber Cancer Institute through an annual bike-a-thon that crosses Massachusetts. Harpoon has been a proud PMC sponsor for 22 years, and this summer will take its partnership to a new level. Its hometown ties are even more evident this year, as Harpoon IPA sales will benefit the Pan-Mass Challenge (PMC) and its fight against cancer. At 6.0% ABV, it’s citrusy, balanced, and refreshing, making it feel right at home on the beaches of Cape Cod, Mass., the ski slopes of Vermont or in a Boston dive. Today, Harpoon believes more than ever that good company makes a good company, something that’s more noticeably on display on the new Harpoon IPA packaging.Ĭlassic components from the previous packaging are still intact – such as the arched “Harpoon,” the bright orange and blue colors, the Harpoon “H” and diamonds – but they’ve been reimagined in a bold and modern new layout.Ī regional favorite and craft beer classic, Harpoon IPA is styled after an English IPA with distinctly American hops. Not only did employee ownership allow brewery employees to share in the value of what they’d helped to build, it allowed the thirst for innovation of each of its employees to flourish. The ESOP gave 48 percent of Harpoon Brewery’s shares to the brewery’s employees. In addition to the illustrations of each city, the new packaging boasts a more proud and prominent declaration that the brewery is “Employee Owned.” In 2014, Kenary decided it was time to make moves toward employee ownership and launched an Employee Stock Ownership Plan (ESOP). “The revamped packaging makes it loud and clear that Harpoon IPA is proud of its New England roots, while paying tribute to those who have enjoyed it – and helped brew it – for nearly three decades.” It’s the beer we all reach for time and time again – from ball games to BBQs with friends – and we wanted its packaging to better reflect that sense of community and approachability,” said Dan Kenary, Harpoon’s CEO and co-founder. “Harpoon IPA has been a fan favorite for years, and there’s a reason for that.
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