Scottish beer giant BrewDog unveiled new environmentally-friendly packaging, a manifesto for better business practices, and the reception has been mixed.

Scottish beer giant BrewDog unveiled new environmentally-friendly packaging, a manifesto for better business practices, and the reception has been mixed.

BrewDog Redesigns Packaging, Leaves Fans Divided

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BrewDog has rebranded its cans and bottles and has embarked on a new mission as to how the business aims to be environmentally friendly. However, the result has left fans divided.

New packaging design for bottles of beer from BrewDog

It’s the 13th year for the Scottish brewing giant and the company’s action plan for more environmentally-friendly practices is to ensure “we have a planet to make beer for in the future.”

The packaging redesign was revealed via the brand’s social media sites after a cryptic message was posted a few days ago stating “change is brewing.”

While still retaining their eye-catching designs and colors associated with each beer, the typography and layout have a more streamlined and cleaner presentation.

As one would expect, fans took to social media to express their opinions. Also not so surprising, many were divided.

“Ripped off Moor Brewing, only more bland,” Steve Brockie wrote. “But it’s not the first time they’ve ripped off other people, lack of originality but you get what you pay for. Branding and marketing is what made them stand out, now that they don’t need to stand out they’ve cut costs on rebranding to maximize profits like any major firm would do. Profits over character it seems.”

“I honestly don’t get this, you have gone from iconic to generic,” Mark Moore added.

“Elvis looks like something Dennis the Menace would drink,” Jonathan Wigmore said.

Not all the feedback was negative, however, and many posted how much they loved the new look.

“Really like them,” Ian Hamilton said. “When you look at the old versus new side by side the old one does look a bit dated now. Never going to please everyone, amazed how touchy some are getting over a little artwork change.”

“Saw these in Tesco yesterday! I prefer the new design,” Ben Gray posted.

Jamie Kay added “Tins of beauty.”

The BrewDog Tomorrow Action Plan

Named BrewDog Tomorrow, the commitment charts a new course for the business as it balances profit with the needs of the people and planet. The plan is centered around these six points:

  • Cans for Equity: The brewery will invite anyone to trade in 50 empty beer cans to become a BrewDog Equity Punk, turning waste into equity.
  • Indie Trash Cans: While aluminum is 100 per cent recyclable, in 2018 over 45 billion cans ended up in landfill in the US alone. BrewDog is pledging a recycling revolution; old cans from any brand will be refilled with craft beer and given a new lease of life.
  • Once Beer Vodka​: Imperfect beer makes great vodka. Instead of wasting beer that misses their industry-leading quality standards, BrewDog will distill it and turn it into vodka to reduce wastage.
  • DIY Dog: The best transport miles are measured in footsteps. BrewDog is set to unveil a revolution in responsible brewing at home, encouraging everyone to “brew their own goddamn beer” with DIY Dog brewkits.
  • BrewDog Freehouse: When BrewDog first revealed the recipes to every single one of its beers back in 2016, it marked a sea-change in how companies view their intellectual property. This spirit is set to continue, with all of the company’s beer knowledge made available and open-sourced.
  • Tomorrow Fund​: The BrewDog Tomorrow Fund will invest an additional £1 million a year to support research and initiatives that help the brewing industry to have a positive impact on the world as well as charitable initiatives chosen by their crew members and shareholders.

“It’s been a crazy journey so far,” James Watt, BrewDog co-founder, said. “We’ve made it here by shaking up brewing and crafting a community owned business that is 100% powered by people. This marks a new dawn, welcome to the new BrewDog.

“BrewDog may have grown up a bit, but our underdog spirit is as alive as ever. We want to make sure that we’re working to inspire a new kind of business, with sustainability at its core. Real change takes time. But just because change doesn’t happen overnight, doesn’t mean it can’t — if not now, when?

“BrewDog Tomorrow is our commitment to continuously raising the bar and setting a new standard for beer and business.”

In addition to unveiling its new visual identity, BrewDog has also outlined its plans to launch an array of new beers to bring more individuality to its four international breweries, 101 bars and existing beer range.

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