How Harpoon Brewery—Boston's IPA Pioneer—Landed Its New Look

'They had a great story to tell, but they weren’t telling it on the packaging'

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

It’s hard to imagine a time when India pale ales were an exotic rarity, but if you were kicking around the East Coast in the 1980s, they actually were.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in