Brooklyn Brewery is unveiling a bold new look for East IPA. The refreshed design highlights East IPA’s deep NYC roots and steady presence in the city’s craft beer landscape, while keeping the same balanced, citrus-forward IPA inside, it says.

The visual update is more than a facelift — it’s a reflection of the city that shaped the beer. The new packaging moves away from East IPA’s former travel-themed aesthetic and instead draws from the everyday visuals of New York: subway cars, dive bars, basketball courts and corner spots. The result is a design that feels both familiar and refreshed, capturing the grit, energy, and character of the city that’s always been at the heart of the beer, according to the company.

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. It’s not about reinvention; it’s about refreshing the design to feel real to who we are and where we’re from.”

First introduced around the same time that Brooklyn Brewery’s Tasting Room in Williamsburg opened in 1996, East IPA quickly became a standout and officially joined the brewery’s year-round lineup shortly after, the company notes.

And now, almost 30 years later, East IPA remains the same bright, citrus-forward IPA that its drinkers have come to know and love, a balanced take that combines bold hop character with an easy-drinking finish, it adds. 

Brooklyn Brewery also released a limited-edition East IPA merch line, designed to reflect the beer’s place in NYC culture and its connection to the city’s everyday style. In addition, the brewery is planning a series of activations rolling out this fall, with more details to be announced soon.

Brooklyn Brewery’s East IPA is available year-round in six-packs of 12-ounce bottles, cans and on draft at bars and retailers throughout NYC and nationwide.