Brooklyn Brewery Refreshes East IPA with a Bold New Look Inspired by Its NYC Roots

Brooklyn Brewery is unveiling a bold new look for East IPA, a longtime staple of its core portfolio and a fan favorite since its debut in 1996. Rolling out in stores throughout June, 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.

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.

Brooklyn Brewery’s CMO 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.

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. Brewed with citrusy American hops like Centennial, Cascade, Simcoe, and Willamette, it offers notes of vibrant orange peel and stone fruit with a clean, crisp finish. At 6.9% ABV, it’s full of flavor yet smooth enough for any occasion—equally at home alongside a pastrami on rye or ribeye steak as it is with a slice of pizza, aged cheddar, or a game of pool with pretzels and mustard.

Brooklyn Brewery will also release 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.

With its refreshed look, East IPA is set to reach even more drinkers—and remind longtime fans why it’s remained a favorite for almost three decades.

DISTRIBUTION: Brooklyn Brewery’s East IPA is available year-round in 6-packs of 12oz bottles, cans, and on draft at bars and retailers throughout NYC and nationwide.