But in simplifying the label, the designers decided that the word “Harpoon” was enough, that a silhouette of an actual harpoon was unnecessary, Storey said. When co-founders Rich Doyle and Dan Kenary started the company 29 years ago, they wanted a name that had some connection to the Boston area, and one that could be easily represented in a graphic image, Storey said. Hopefully, our brand franchise is strong enough that our consumers won’t be confused by that or be turned off by that.” it would have meant waiting a little longer,” Storey said. The next beer to change will be Harpoon’s Take 5 Session IPA, in March, and the last will be the Winter Warmer, in time for next fall’s release. Storey said Harpoon executives liked the design so much that they wanted to get it circulating as soon as possible, even though other Harpoon beers will still have the old look. In 2014, Harpoon became an employee-owned company.The new look was developed in-house, with help from brand strategy agency Catapult Thinking of Boston, and announced in an email to customers on Thursday. Harpoon’s line of craft beer features its award-winning IPA and seasonal beers, along with special limited releases. This Harpoon classic started out as a summer seasonal in 1993 and ended up becoming one of the brewery’s biggest sellers. Since then, it has expanded to a second brewery in Windsor, VT. The Harpoon Brewery was founded in 1986 by beer lovers who wanted more and better beer options. When the Brewery was founded, Harpoon was issued Brewing Permit #001 by the Commonwealth of Massachusetts, since it was the first to brew commercially in Boston after a dormant period of about 25 years. To find it near you, check out the Harpoon beer finder. Harpoon IPA is available on draft, in 6-packs and 12-packs everywhere Harpoon is sold. During the month of July, a portion of proceeds from each case sold of Harpoon IPA will go directly to the PMC’s fundraising efforts. The Pan-Mass Challenge raises money for life-saving cancer research and treatment at Dana-Farber Cancer Institute through an annual bike-a-thon that crosses Massachusetts. Harpoon has been a proud PMC sponsor for 22 years, and this summer will take its partnership to a new level. Its hometown ties are even more evident this year, as Harpoon IPA sales will benefit the Pan-Mass Challenge (PMC) and its fight against cancer. At 6.0% ABV, it’s citrusy, balanced, and refreshing, making it feel right at home on the beaches of Cape Cod, Mass., the ski slopes of Vermont or in a Boston dive. Today, Harpoon believes more than ever that good company makes a good company, something that’s more noticeably on display on the new Harpoon IPA packaging.Ĭlassic components from the previous packaging are still intact – such as the arched “Harpoon,” the bright orange and blue colors, the Harpoon “H” and diamonds – but they’ve been reimagined in a bold and modern new layout.Ī regional favorite and craft beer classic, Harpoon IPA is styled after an English IPA with distinctly American hops. Not only did employee ownership allow brewery employees to share in the value of what they’d helped to build, it allowed the thirst for innovation of each of its employees to flourish. The ESOP gave 48 percent of Harpoon Brewery’s shares to the brewery’s employees. ![]() ![]() In addition to the illustrations of each city, the new packaging boasts a more proud and prominent declaration that the brewery is “Employee Owned.” In 2014, Kenary decided it was time to make moves toward employee ownership and launched an Employee Stock Ownership Plan (ESOP). “The revamped packaging makes it loud and clear that Harpoon IPA is proud of its New England roots, while paying tribute to those who have enjoyed it – and helped brew it – for nearly three decades.” 81 /100 Harpoon Brewery Harpoon IPA What the brewers say Our IPA finds harmony in the combination of hops, malt, and yeast. It’s the beer we all reach for time and time again – from ball games to BBQs with friends – and we wanted its packaging to better reflect that sense of community and approachability,” said Dan Kenary, Harpoon’s CEO and co-founder. “Harpoon IPA has been a fan favorite for years, and there’s a reason for that.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |