As BrewDog heads into its 13th year of trading, the team have unveiled a redesign for their beer cans, bottles and packaging as well as an action plan to ensure more eco-friendly practises to ensure "we have a planet to make beer for in the future."
The new look packaging was revealed on the brand's social media sites after a cryptic message was posted a few days ago saying: "change is brewing."
While still retaining their eye-catching designs and colours associated with each beer, the fonts and images look more refined.
Fans took to social media to express their opinions, which were divided.
Steve Brockie wrote: "Ripped off Moor Brewing, only more bland, 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 maximise profits like any major firm would do. Profits over character it seems."
Mark Moore added: "I honestly don’t get this, you have gone from iconic to generic."
Jonathan Wigmore commented: " Elvis looks like something Denis the Menace would drink."
Love this. Love the new branding. Well done all at @BrewDog
— scott couper 🏴🇪🇺 (@scottcouper) February 6, 2020
It wasn't all negative however, with many posting about how much they loved the new look.
Ian Hamilton said: "Really like them. When you look at the old v 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."
Ben Gray posted: "Saw these in Tesco yesterday! I prefer the new design" while Jamie Kay added: "Tins of beauty."
Titled BrewDog Tomorrow, the commitment charts a new course for the business as it balances profit with people and planet.
It is centered around a six-point plan:
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 an upcycling 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 distil 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 crewmembers and shareholders.
James Watt, BrewDog co-founder, commented: "It’s been a crazy journey so far. 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.