It’s a spicy, chocolate-flavored beer with more flavor than heat. It’s a coco/poblano porter and will be part of our 100 Barrel series.
The crew at HDC won the competition in 2015. We also have the Kettle Cup winner, Thunder Foam. It’s a deadly, pretty dark, mahogany-colored, chewy, malty, boozy offering… but it’s quite delicious and very drinkable. In addition, there will be at least one new full-year product launched and a few changes to our seasonal line up we’re introducing Arctic Ale, a 14% barleywine, as part of the imperial series. The brand initiative will expand to all other packaging next year. It’s definitely a new look! So what does all of this mean for the rest of your brands? Will you be introducing any new products and/or other redesigned packaging in 2016? Now the consumer has a key image and all of the information they’re looking for in a craft beer, and that adds up to a better understanding of what the brand really stands for. It’s a nod to the lily obviously but it’s stronger now, it draws the eye in. From that, we made additional changes we added the ABV, IBU, and the flavor descriptors: Floral, Hoppy, Crisp, to our packaging.
We tested every little bit of what we had for imagery the Harpoon man, “Henry” (people hated it or misunderstood it, so we dropped him), the harlequin pattern (it tested positive so we made it bigger), and the tiger lily flowers (again people hated it, so we removed them). That was a nice outcome because we’re not like Arrogant Bastard… we know we make great beer and it’s confident without being pretentious. What we ended up with was a package that is cleaner and more confident. Once they had a buy-in from the entire company, they helped us create a better way to talk to our customers, tell the story, and that starts with our IPA. They sat us all down and asked us what we thought the brand stood for. They’re pretty savvy brand guys so this put everything into motion. When Rich Doyle, one of our founders, decided to step down as CEO and put Harpoon Brewery on a course to become an employee-owned company, Dan Kenary, also a founder, moved into a more sales and marketing driven role, and one of the first things he did was hire Catapult Thinking, a local brand strategy and design firm. This is the first major change since 1993, so it’s big.
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