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Harpoon Brewery debuts new-look cans for flagship IPA

An upgraded aesthetic for an old east coast brewery

By Mark Stock Dec 15, 2025 9:00 AM

Harpoon IPA label. — Harpoon Brewery

New year, new you. It’s a mantra not only subscribed to by folks thinking about goals and wellness but the craft beer sector as well. The latest development involves Harpoon Brewery, the longstanding producer out of the northeast.

Harpoon has updated the look of its flagship IPA, the most move of its kind in five years. The new-look cans feature a sharp design and will hit the shelves in 2026. It’s a tasteful upgrade and also an homage to the brand’s upcoming 40th anniversary.

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“Harpoon IPA was the first IPA to hit the New England market back in 1993, and it’s been setting the standard for quality and approachability ever since,” said Rob Day, VP of marketing at Barrel One Collective. “This refresh was about ensuring the brand packaging looks as strong as the beer inside tastes. We worked closely with our agency partners at GYK to capture Harpoon’s role as Boston’s IPA — confident, familiar, and proudly local, yet always evolving for the next era of IPA drinkers.”

The new design celebrates the nautical history of New England, fit with an anchor and rope. The beer is balanced and citrusy, a classic American India Pale Ale. Craft beer enthusiasts can catch the new look in retailers all over the land come 2026.

Harpoon Brewery started in Boston in 1986. The label received the first brewing permit in the Commonwealth of Massachusetts the same year. Since, it’s gone on to become a favorite in the vibrant craft beer world, known not just for its IPA but other beer styles as well. It’s now under the Barrel One Collective, which features a handful of regional beer labels.

Mark Stock is a writer from Portland, Oregon. He fell into wine during the Recession and has been fixated on the stuff since… Read Full Bio

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Liquor, Beer, Wine & Drinks

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