Shock Top Unveils First Brand Refresh

Shock Top unveiled its first major brand refresh this month.

The brand will introduce an entirely new look and feel that “still embodies the carefree spirit that is authentic to Shock Top, but with a fresh, youthful optimism,” the company says in a press release. The changes will be reflected in everything from its brand’s voice to product selection and the creative, which will include a new logo, packaging, website and a new marketing campaign that will kick off this summer.

As part of the refresh, Shock Top will get a full makeover, and the changes will be reflected across all brand assets and activations. Its packaging will feature a fresh new logo, hand-drawn graphics and a reinvigorated Wedgehead, the company says.

Shock Top’s artistic new designs will be carried through all consumer-facing activations including advertising, in-store, on-premise and online.

Shock Top will continue to offer its signature Belgian-style wheat ale, along with its Lemon Shandy, coupled with a new lineup of seasonals with citrus. Launching in stores late February, Shock Top’s first new seasonal release will be its Citrus Variety Pack featuring Belgian White and Lemon Shandy, alongside two new flavors: Holy Citrus and Ruby Fresh.

In the coming months, Shock Top will unveil a new marketing campaign embracing the freedom of summer and bringing unique experiences to consumers, including the revival of its Camp Shock Top, an adults-only summer camp in partnership with Camp No Counselors.

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