Let’s talk about the BrewDog rebrand. When I first saw it, I thought it was fake news. The BrewDog brand has been so strongly ingrained – in my beer bubble, at least – that this just didn’t look right.
It’s hard to argue that it isn’t dialled back, more measured. The colours are less brash, the design more simplistic and generally speaking, it’s less in-your-face. Dare I say, it all feels a bit too sensible – a bit too safe for the beer brand synonymous with market disruption, stunts and their unique sense of beer anarchy. Their flagship beer is Punk IPA – and the new brand definitely ain’t punk.