BrewDog has updated the recipe of its flagship beer, Punk IPA, to deliver a cleaner, brighter and more expressive flavour, without increasing prices.
The new recipe is rolling out nationwide supported by a digital outdoor campaign with the strapline, ‘Tastes like commercial suicide’. The campaign highlights upgraded ingredients and increased hops while confirming the price remains unchanged.
The original Punk recipe was developed over 18 years ago when hop choice was limited. Modern hops now offer greater flavour, aroma and stability.
BrewDog worked with growers and hop development programmes to select the best varieties. The key change is the introduction of Krush hop, which delivers intense, long-lasting aromatics alongside the original Simcoe and Citra varieties.
Lauren Carrol, Chief Operating Officer at BrewDog, said: “New Punk IPA is now a much punchier, hop forward evolution of our flagship beer, made possible thanks to modern hop science and brewing processes. Updating Punk wasn’t optional—it was essential. And unlike many recipe changes, this is not a price move – using modern hops and tighter fermentation control has actually increased our production costs. But Punk IPA is our flagship brand and improving it is a commitment, so we have absorbed the cost whilst keeping the price steady.”
All stock now available through route to market is new recipe Punk IPA.
