We're doing some good work across the brands at B1C - especially in nurturing our heritage brands. This is a tenant of our platform - doing right be the brands and people who built this industry. Very proud to share this work with you all.
Harpoon IPA is a beer that welcomed me into the category when I was a wide eyed 22-year old discovering the new and exited world of craft beer. It just so happens that this beer was already 22 years old itself by then and had been opening the minds and palates of drinkers for 2 decades. Now, 2 decades later, I got the opportunity to refresh the brand for a new generation. This job came with immense pressure and implications. I take a lot of personal pride and responsibility in treating these brands well and doing what is right for the fans. I'm proud of this work in how it balances true, earned, heritage with the modernity needed to earn shelf attention. I think this is something the true loyalists can hold with pride, and new drinkers can discover with excitement. There is a deep, real story here worth believing in. Thank you to my incredible team at Harpoon (Barrel One Collective) for the trust and heart that went into this design. Thank you to GYK for the creative spirit and thirst-worthy execution. Thank you to the fans who believe in us. We hope to keep earning your loyalty for a long time to come. On shelf by February.