CAMPAIGN OBJECTIVE:

This campaign aims to position East IPA as New York’s IPA — it’s a bold, refreshed classic with a renewed sense of place and purpose: a legendary IPA for a legendary city. The updated packaging moves away from its former travel-themed identity (ditching the luggage tag imagery), and roots the beer squarely in the cultural DNA of NYC. Drawing from iconic visuals like basketball courts, subway cars, and dive bars, the refreshed design blends gritty nostalgia with a modern edge. It elevates East IPA’s status as a must-have, aspirational brand for both local New Yorkers and a younger, style-conscious audience. 

The refresh goes beyond the label. We’ve also optimized the liquid itself, ensuring it tastes as vibrant and fresh as the day it’s brewed — a hoppy, citrus-forward profile with a clean finish that resonates with longtime IPA drinkers and newcomers alike. To amplify the relaunch, we’re releasing an exclusive East IPA merch collection alongside a refreshed suite of campaign assets to spark interest and engagement from a new generation of drinkers who connect with brands that feel fresh, authentic, and style-forward.

With 84% of East IPA sales coming from New York City, this campaign reinforces our deep local connection while highlighting the strength of our 37-year legacy as a homegrown heritage brand. East IPA isn’t a traditional British-style IPA — it’s an East Coast original, brewed with bold American hops and the spirit of a city that’s known for always evolving and creating. That authenticity is our edge.

Historically, East IPA has held its own with little to no marketing support. Now, with a refreshed identity and improved product, we’re unlocking its full potential. By leaning into targeted storytelling and lifestyle-driven touchpoints, we’re ready to claim our rightful place as the IPA of NYC, and remind everyone that East IPA is “fresher than ever.”

WHAT IS THE PROBLEM FOR THE CAMPAIGN TO SOLVE?

  • Primary: Revitalize East IPA’s image by positioning it as the go-to IPA that’s authentically New York — countering the notion that IPAs are outdated or pretentious. Reinforce Brooklyn Brewery’s status as a tastemaker and cultural fixture, while keeping the beer relevant, aspirational, and rooted in the city it was born in.

WHO IS THE TARGET GROUP?

  • Primary: NYC locals (ages 27-34) who appreciate both the old-school vibe and modern interpretations of New York City culture - after all, NY is our largest market for EIPA. Gen Z are tastemakers who value originality and engage with brands that offer more than just a product — they want personality, purpose, and presence across lifestyle, design, and culture.

  • Secondary: 35-44 craft beer/IPA enthusiasts and casual beer drinkers who are drawn to unique, high-quality brews with character and a sense of place. This group likely has a history with East IPA or Brooklyn Brewery and will respond to the optimized liquid, refreshed design, and elevated storytelling that signals EIPA is still evolving with the times.


    WHY?

  • Role of Brand: Brooklyn Brewery is a proud local heritage brand – we have the ethos of 37 years behind us. This campaign builds on the nostalgia of "Old School New York" while offering a fresh perspective that resonates with both longtime New Yorkers and newcomers influenced by the city's legacy.  

  • Role of Product: East IPA is the quintessential New York IPA – bold, refreshing, and full of character.  With revamped packaging and an upscale merch line, East IPA becomes more than just a beer; it represents a lifestyle rooted in the raw energy and creativity of New York City, tailored for today’s discerning consumers. It’s approachable, but elevated.

Campaign and Positioning Watch Outs

  • While tapping into classic NYC is central to this campaign, we’ll need to avoid seeming like we’re over-commercializing nostalgia: leaning too heavily on stereotypical "retro" city tropes that could feel inauthentic or cliche. The goal is to stay true to the real, gritty New York spirit with a modern sensibility without seeming like we’re cheesy or gentrifying/appropriating NYC spaces by claiming them (i.e. basketball courts, subway cars.)

Sub-Brand Development: East IPA Refresh

Campaign Direction & Copy

Brief: Brooklyn Brewery is refreshing East IPA to better connect with today’s drinkers and solidify its place as a true NYC IPA. The current packaging feels dated, and we need to reposition the beer with copy and visuals that proudly reflect its New York City roots in an authentic and respectful way. While evolving the design, we must preserve the existing packaging architecture to ensure strong customer recognition and continuity on-shelf.

Reintroduce East IPA as New York’s definitive IPA — bold, balanced, and redesigned with a modern identity rooted in NYC’s gritty charm and cultural legacy. The goal is to increase relevance with a new generation of drinkers while reinforcing loyalty among longtime fans.

Name: East IPA

Tagline: Fresher Than Ever

Back of Pack Copy: East IPA is a classic IPA with fresh Brooklyn flair. Packed with citrusy American hops and a clean finish, it could only be from NYC.

Tasting Notes: Hoppy | Citrus | Timeless

Product Descriptors: Hoppy. Citrus. Timeless.

Sell Sheet Copy: Brooklyn East IPA is a uniquely balanced IPA that could only come from New York City. Our home demands the best of everything, so we delivered with bold aromas of vibrant orange peel and stone fruit from citrusy American hops, a clean finish, and plenty of Brooklyn flair. It’s the IPA of choice for hop fans and new drinkers across New York and around the globe. If you know, you know how refreshing East IPA is – and if you don’t know, we’re here to spread the word.

Profile: Uniquely balanced with notes of vibrant orange peel and stone fruit from citrusy American hops.

Pairings: Spicy chilies, red curry, crab cakes, hanger steak, passport stamps, and aged cheddars