![]() In addition, there will be at least one new full-year product launched and a few changes to our seasonal line up we’re introducing Arctic Ale, a 14% barleywine, as part of the imperial series. The brand initiative will expand to all other packaging next year. It’s definitely a new look! So what does all of this mean for the rest of your brands? Will you be introducing any new products and/or other redesigned packaging in 2016? Now the consumer has a key image and all of the information they’re looking for in a craft beer, and that adds up to a better understanding of what the brand really stands for. It’s a nod to the lily obviously but it’s stronger now, it draws the eye in. From that, we made additional changes we added the ABV, IBU, and the flavor descriptors: Floral, Hoppy, Crisp, to our packaging. We tested every little bit of what we had for imagery the Harpoon man, “Henry” (people hated it or misunderstood it, so we dropped him), the harlequin pattern (it tested positive so we made it bigger), and the tiger lily flowers (again people hated it, so we removed them). That was a nice outcome because we’re not like Arrogant Bastard… we know we make great beer and it’s confident without being pretentious. What we ended up with was a package that is cleaner and more confident. Once they had a buy-in from the entire company, they helped us create a better way to talk to our customers, tell the story, and that starts with our IPA. They sat us all down and asked us what we thought the brand stood for. They’re pretty savvy brand guys so this put everything into motion. When Rich Doyle, one of our founders, decided to step down as CEO and put Harpoon Brewery on a course to become an employee-owned company, Dan Kenary, also a founder, moved into a more sales and marketing driven role, and one of the first things he did was hire Catapult Thinking, a local brand strategy and design firm. Harpoon has since introduced the limited batch 100 Barrel Series and the as well as the all-natural Harpoon Cider made from freshly pressed, local apples.This is the first major change since 1993, so it’s big. In 2000 Harpoon purchased a second brewery in Windsor, VT, making Harpoon the 9th largest craft brewer in the US. Harpoon’s line of craft beer features its award winning IPA and UFO Hefeweizen beers, along with four special seasonal selections. In 1986 Harpoon was issued Brewing Permit #001 by the Commonwealth of Massachusetts, since it was the first brewery to brew commercially in Boston after a dormant period of about 25 years. The Harpoon Brewery was founded by beers lovers, Rich Doyle and Dan Kenary. The two IPAs were also featured alongside Harpoon IPA and Rich & Dan’s Rye IPA in the new IPA Adventure Mix, a limited release IPA variety mix pack that was released earlier this year to kick off Harpoon IPA’s 20th anniversary. The White IPA, a blend of a Belgian wit and American hops, will be released in May, while the Black IPA will be released later this fall. To continue the IPA celebration throughout the year, Harpoon will release limited edition 6-packs of two new IPAs, Harpoon White IPA and Harpoon Black IPA. We are excited to hear the stories of our fellow Harpoon IPA fans out there.” Ever since then, Harpoon IPA has been the catalyst for our most memorable experiences here at the brewery. It took all 10 of us working at the brewery to bring the first batch of IPA to life. “Some stories will live in Harpoon legend, like when we first brewed Harpoon IPA back in 1993. “We love telling stories here at the brewery,” says Harpoon co-founder Rich Doyle. To view the contest, visit: news/944/Tell-Us-Your-IPA- Story. The winner will receive the “Harpoon Experience”, which will guarantee VIP entry to all of Harpoon’s festivals and sporting events at both the Boston, MA and Windsor, VT breweries for one year. Submitted stories will be voted on and the winning story will be announced at HarpoonFest, the brewery’s annual summer festival. Stories can include written word, poems, photos, videos, or a combination. The contest will collect stories from Harpoon IPA fans via Facebook through May 12. Harpoon is celebrating the 20th anniversary of Harpoon IPA by telling the brewery’s IPA story, and by inviting Harpoon IPA fans to share their own stories in the “Tell Us Your IPA Story” contest. Harpoon IPA has since become the brewery’s bestselling beer and to this day it remains Harpoon’s flagship. It became an instant New England favorite and in 1994 Harpoon IPA became a year-round beer. Harpoon Brewery co-founders Rich Doyle and Dan Kenary were unsure how local drinkers would take to this medium-bodied, hoppy, bitter, copper-colored ale, so they introduced it as a summer seasonal beer. ![]() Boston, MA – Twenty years ago in Boston, Harpoon IPA was brewed for the first time.
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