Reimagined for a Modern Craft Era, without increasing the price
After a pack refresh in 2025, Scottish Brewer, BrewDog has updated the recipe of its flagship beer, Punk IPA, to be cleaner, brighter, punchier and more expressive, without price increases for customers and shoppers.
Kicking off today, the new recipe will be introduced via a nationwide campaign, with a series of high-profile digital outdoor activations across London and Manchester which feature with the strapline ‘Tastes like commercial suicide’. In a bold creative that aims to grab people’s attention, and has come to be expected from BrewDog, the message leans into the new recipe, upgraded ingredients and increased hops all whilst making it clear that the price will not change.The original Punk recipe was developed over 18 years ago, when choice of hops was limited. With craft beer moving forward dramatically in that time, modern hops deliver far more flavour, aroma and stability in beer.
BrewDog has worked directly with growers and hop development programmes to hand select the best varieties and ingredients for its beer. The key change is the introduction of the new Krush hop, which delivers intense, long-lasting aromatics and is the foundation of new Punk IPA’s flavour profile, alongside the original base hops of simcoe and citra.
For Punk to stay ahead of the curve it couldn’t stay still. Whilst staying true to its true rebellious spirit, new Punk IPA now does so by using today’s best hops, brewing practices and best flavour profile, to deliver a beer for the modern craft era.
Lauren Carrol, Chief Operating Officer at BrewDog, comments:
“New Punk IPA is now a much punchier, hop forward evolution of our flagship beer, made possible thanks to modern hop science and brewing processes.
“We recognise that today’s drinkers expect cleaner profiles, sharper finishes, and more expressive hop character. Updating Punk wasn’t optional—it was essential. With this in mind, we have built new Punk IPA with absolute intention: cleaner fermentation, sharper drinkability, a lighter base beer and a new hop bill built for maximum aroma impact.
“And unlike many recipe changes, this is not a price move – using modern hops and tighter fermentation control has actually increased our production costs. But Punk IPA is our flagship brand and improving it is a commitment, so we have absorbed the cost whilst keeping the price steady for our customers and consumers. We’ve made the beer significantly better, they simply get the upgrade.
“We’re proud of the new recipe and are confident fans will love it even more than before. Our new OOH aims to celebrate that in true BrewDog style.”
All stock now available through route to market is new recipe Punk IPA.
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