Brooklyn Brewery introduces a new look for East IPA, emphasizing its connection to New York City. The redesign reflects the city's culture through common visuals like subway cars and dive bars, moving away from a travel theme. East IPA retains its citrus-forward flavor that has defined it since its launch nearly 30 years ago. In addition to the new packaging, a limited-edition merch line and upcoming activations will celebrate the beer's role in NYC culture. East IPA remains available year-round in various formats across NYC and beyond.
The refreshed design highlights East IPA's deep NYC roots and steady presence in the city's craft beer landscape, capturing the grit, energy, and character of the city.
Brooklyn Brewery's Chief Marketing Officer Karli Bainbridge explains: "East IPA has always felt like a true New York beer - unpretentious, flavorful and built with character. The new look taps into the places and moments that define our city."
The new packaging draws from everyday visuals of New York: subway cars, dive bars, basketball courts and corner spots, making it feel both familiar and refreshed.
Almost 30 years later, East IPA remains the same bright, citrus-forward IPA, a balanced take that combines bold hop character with an easy-drinking finish.
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