Founded in the 15th century, Hacker-Pschorr recently received a 21st century face-lift with a modern packaging redesign in the United States, the company says. The redesign was aimed to enhance the packaging’s quality and appearance and affected the brand’s entire line of packaging, including bottle labels and cases. The brand also strived to remain true to its fundamental values and maintain the trust of its existing consumer base, it adds. “Hacker-Pschorr is 600 years old, but that doesn’t mean we have to look it,” said Charles Stanley, Hacker-Pschorr’s U.S. brand manager, in a statement. “We’re taking a risk because we have a solid consumer base, and we need them to know Hacker-Pschorr is still their beer. But the future of the brand depends on today’s younger consumers, and the current packaging looks like it was designed before a lot of them were born.” The new Hacker-Pschorr packaging began rolling out on retail shelves last month.