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.
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.
“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," said Lauren Carrol, Chief Operating Officer at BrewDog. “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.