Shock Top Brews Up First Major Brand Refresh

Brand Unveils Optimistic Look and Refreshing New Citrus Line Up, Toasting to a Bright Future

NEW YORK, NY (Feb 27, 2017) – Shock Top is shaking things up this month as it rolls out its first major brand refresh in its history. 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 changes will be reflected in everything from its brand's voice to product selection and most notably the creative, which will include a new logo, packaging, website and a new marketing campaign that will kick off this summer.

“Shock Top is known for its laidback, carefree vibe, but this year, we're growing up without letting go of being young. We're turning up the volume with a vibrant, new energy and look that's ready to shake things up,” said Jake Kirsch, Vice President of Shock Top. “Across every touchpoint with our brand, fans will experience a more upbeat Shock Top, coupled with some incredible new seasonal brews that embrace citrus in every sip like never before.”

Introducing a Vibrant New Look

As part of the refresh, Shock Top will get a full makeover, and the changes will be reflected across all brand assets and activations. Moving away from its irreverent roots, the brand will take on a more inspiring, uplifting approach. Its packaging will feature a dynamic look sporting a fresh new logo, hand-drawn graphics and a reinvigorated Wedgehead. Shock Top's artistic new designs will be carried through all consumer-facing activations including advertising, in-store, on-premise and online.

Brews Take Citrus to a “Holy” New Level

Shock Top will continue to offer its signature Belgian-style wheat ale, Belgian White, along with its popular Lemon Shandy, coupled with an exciting new lineup of invigorating new seasonals packed with tons of 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 entirely new flavors - Holy Citrus and Ruby Fresh.

These new flavors are perfect examples of how Shock Top is infusing unique ingredients into its brews, giving fans a whole new experience. Holy Citrus is brewed with Buddha's Hand, one of the oldest citrus fruits often described as “lemon with fingers” and is treasured for its sweet floral fragrance and mild zest. Ruby Fresh is a brew that puts the flavor in refreshment by balancing the delicious sweetness and tartness of the perfect grapefruit. And these are just the start for Shock Top with a number of new citrus flavors brewing up to launch in its seasonal variety citrus packs for summer, fall and winter.

Shock Top will also be taking its 25oz can national this year following exceptional consumer response and interest in 2016, making it easier now than ever to bring Shock Top anywhere.

Cheers to What's Ahead

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 hugely popular Camp Shock Top, an adults-only summer camp in partnership with Camp No Counselors. Kicking off this summer, Shock Top promises to deliver new experiences that embody its new tagline, “Cheers to what's ahead.”

For more information about Shock Top or to see its new look, visit www.shocktopbeer.com.

About Shock Top

Founded in 2006 with the release of its signature Belgian White ale, Shock Top Brewing Co. creates high-quality, unfiltered Belgian-style wheat ales for people who want a great laid-back beer they can count on for flavor and taste without pretense. Quality ingredients and creativity drive the Shock Top Brewing team to craft unique twists on beer styles. The Shock Top family includes Shock Top Belgian White and Shock Top Lemon Shandy, as well as Shock Top Ruby Fresh, Shock Top Holy Citrus, Shock Top Citrus Pearl, Shock Top Sunset Orange and Shock Top Inner Beauty, offered seasonally and in variety packs. For more information, please visit www.ShockTopBeer.com.