ST. LOUIS -- Anheuser-Busch's Shock Top beer is getting a makeover for the first time in its 11-year history as the brewer rolls out a 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 said.
The changes will be reflected in everything from the brand’s voice to product selection and marketing creatives, which will include a new logo, packaging, website and a new advertising campaign that will begin this summer.
“Shock Top is known for its laid-back, 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, St. Louis. “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.”
Here's a look at the makeover and new products ...
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 new designs will be carried through all consumer-facing activations including advertising, in-store, on-premise and online.
The new flavors
Shock Top will continue to offer its signature Belgian-style wheat ale, Belgian White, along with its popular Lemon Shandy, coupled with a new lineup of seasonal beers packed with citrus. Launched 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.
With these new flavors, Shock Top is infusing unique ingredients into its brews to create a new experience, the company said.
- Holy Citrus is brewed with Buddha’s Hand, one of the oldest citrus fruits, often described as “lemon with fingers,” and known for its sweet floral fragrance and mild zest.
- Ruby Fresh aims to balance the sweetness and tartness of grapefruit for a new take on Shock Top.
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, the company said.
Shock Top will also be taking its 25-ounce can national this year following a 2016 test launch.
The marketing campaign
In coming months, Shock Top will unveil a new marketing campaign "embracing the freedom of summer and bringing unique experiences to consumers," according to the company. The campaign will include the revival of the brand's popular Camp Shock Top, an adults-only summer camp in partnership with Camp No Counselors. Beginning this summer, Shock Top promises to deliver new experiences that embody its new tagline, “Cheers to what’s ahead.”