When Sam Calagione calls you up with a new idea, you answer the call. And our creative team, led by Ryan Telle, did just that!

“Sam and I are likely talking about one of four things - music, art, packaging and sneakers,” says Ryan. “When he brought up the idea of leaning into our coastal roots for our 30th Anniversary, I loved it. Our wheels started turning immediately and we came to the decision to keep it off-centered and simple, but bold. Capturing more of a brand icon illustrated in the center of the packs seemed to be the sweet spot.” 

After more than a year-long exploration of artistic goodness, we're so excited to share our brand-new artwork for all of our brews! From the iconic, continually hopped 60 Minute IPA to the paloma-inspired, beer-cocktail hybrid Citrus Squall, and everything in between, the new cans and bottles will begin drifting to shelves soon!  

The design itself is moored to three specific directives.  

Lean into our nautical roots.  

Drawing inspiration from our coastal Delaware home, each of our beer’s new label designs is anchored with a singular, nautical-centric “hero” illustration – a sailboat, a lighthouse, even a beanie-wearing-octopus, and more!  

Lead with flavor.  

Honoring our longtime commitment to brewing beers with unique culinary ingredients outside the Reinheitsgebot (the German purity law stating beer must only be brewed with water, hops, barley and yeast), each beer’s new label also features drawings of its ingredients. These drawings, coupled with two-word flavor descriptors, are intended to provide clearer flavor expectations. 

Give the shark room to swim.  

The new beer packaging highlights an enlarged, black-and-white version of our original “shark-and-shield” logo from the 90s. This update, er ... throwback allows our logo to stand out against its new, brighter-colored packaging, and ensures any thirsty souls traversing the craft beer isle can easily find us. 

And as excited as we are to get this new artwork into your hands, it will take time. Switching over to new packaging without working through existing inventory would create a lot of waste for the environment ... something we’re just not okay with.  

Since it’ll be rolling out at different rates across the nation, you might just be the first to find a pack sporting our new look! Snap a pic and tag us on Facebook, Instagram and/or X to try to be the first to spot it in the wild.  

It’s been quite the journey for our creative team, but they answered the call.