Harpoon Brewery Refreshes Iconic Harpoon IPA with Bold New Design for 40th Anniversary

Harpoon Brewery celebrates forty years of brewing with a new look for its flagship Harpoon IPA that reflects the evolution of the brand while remaining true to Boston. The redesigned packaging emphasizes both the brewery’s extensive history and its commitment to quality in order to attract longtime fans and a new generation of IPA drinkers. With this update, Harpoon IPA enters into the next chapter where tradition meets modernity, celebrating its status as New England’s original IPA.

A press release from Harpoon Brewery revealed that the new look Harpoon IPA will begin rolling off the brewery’s production lines in January 2026, appearing on shelves in February. This timing aligns with the 40^th Anniversary of Harpoon Brewery, which received Brewing Permit #001 in the Commonwealth of Massachusetts in 1986.

Rooted in four design pillars — heritage with confidence, authentic localism, reliable quality, and accessible expertise — the new packaging reclaims Harpoon’s storied identity in a contemporary, confident way. The refreshed look celebrates Harpoon IPA’s deep Boston roots while expressing its timeless appeal for a new generation of drinkers.

“Harpoon IPA was the first IPA to hit the New England market back in 1993, and it’s been setting the standard for quality and approachability ever since,” said Rob Day, VP of Marketing at Barrel One Collective. “This refresh was about ensuring the brand packaging looks as strong as the beer inside tastes. We worked closely with our agency partners at GYK to capture Harpoon’s role as Boston’s IPA — confident, familiar, and proudly local, yet always evolving for the next era of IPA drinkers.”

The refresh puts “Boston’s IPA” front and center and modernizes Harpoon’s Heritage DNA. A bold blue field showcases the classic HARPOON wordmark, while the orange “IPA” lockup sharpens on-shelf hierarchy. The anchor-and-ribbon emblem (with EST ’86 and 6.0% ABV) is simplified and redrawn for clarity, and supporting linework and typography are tightened to feel cleaner and more precise. The new look also carries forward some original heritage details, giving a nod to the harpoon and tiger lily. The result is a maritime-forward look and feel that honors Harpoon’s heritage while also reading as unmistakably modern. 

Dan Kenary, Harpoon Co-Founder and President of Barrel One Collective, added, “We’ve always taken pride in being part of Boston’s story. From day one, Harpoon was brewed for this community — our friends, our neighborhoods, and our city. Seeing this design come to life is both nostalgic and energizing. It honors where we started while showing how much more there is ahead for Harpoon IPA.”

The redesign will extend across all formats — from cans and bottles to six-packs, twelve-packs, and tap handles — ensuring a cohesive and modern presence wherever fans enjoy Harpoon IPA.

While the packaging has evolved, the beer itself remains unchanged — the same bright, floral, and crisp IPA that helped define a category and continues to lead with reliable quality and unmistakable flavor.

About Harpoon Brewery

Founded in 1986, Harpoon Brewery was the first craft brewery to open in Boston and one of the first in New England. Harpoon’s mission has always been to build community through great beer and shared experiences. Harpoon IPA, first introduced in 1993, remains a cornerstone of New England craft brewing — a testament to quality, consistency, and the spirit of Boston. Since then, Harpoon Brewery has expanded beyond its home base in the Seaport District in Boston, with locations in Windsor, VT, Manchester, NH, a Boston Common Summer Pop-Up, and Logan Airport. Harpoon’s line of craft beer features its award-winning IPA and seasonal beers, along with special limited releases.