How do you unwind after work? Celebrate milestones? What’s in your hand at the golf course, ballpark, or around the campfire?
If you’re like many craft beer fans, you’ve probably made Elvis Juice part of those moments—a bold, citrus-forward IPA brewed to elevate everyday experiences.
What began as a U.K.-born standout quickly became a U.S. fan favorite, known for its bitter bite, juicy aroma and zero compromise. But in a world where first impressions matter, even icons evolve.
This summer, BrewDog USA is turning up the volume on flavor and fun.
Headquartered in Columbus, BrewDog USA is making waves with a bold refresh of one of its most iconic beers—Elvis Juice. The 2025 update features vibrant, head-turning packaging that’s just as punchy and citrus-packed as the beer inside. More than a visual update, it signals a new era for this locally brewed classic—one brewed for summer moments, wherever they happen.
To celebrate the refreshed Elvis Juice, BrewDog USA is launching a season-long campaign of giveaways, experiences and patio-ready vibes. Fans can head to DogTap Columbus—BrewDog’s immersive campus in Canal Winchester complete with a brewery, restaurant, hotel, dog park and bar—and soak in the full summer experience.
Throughout the season, BrewDog will be giving away epic prizes, including Ooni Pizza Ovens, because nothing pairs better with a cold citrus IPA than a fresh, fire-roasted pizza. One lucky fan will also walk away with a one-of-a-kind pair of Elvis Juice-branded Jordan Brick x Brick Nike sneakers.
According to BrewDog USA Head of Brand and Marketing Brittany Foster, “This rebrand is a bold signal of where BrewDog is headed—evolving with intention, without losing the rebellious spirit that built the brand. This is just one of the many exciting things you’ll see from BrewDog this year. Our fans have a taste for great beer—and we’re here to deliver.”
Odds are by the time you are reading this, you already will have tried the refreshed, citrus-forward and repackaged Elvis Juice, as the official release was May 1. Foster reports, “One of the more thoughtful aspects of the rebrand is how, through meticulous planning, the Elvis Juice brew’s color matches exactly with the deep orange hue of the packaging, all of which smoothly aligns with the elegant scripted new font and can design.”
Simultaneously getting better while staying true to your roots takes a lot of work, and the specifics of what goes into that work are points of pride for Foster and the rest of the crew at BrewDog USA. Their commitment to research and ongoing feedback across all brands is not only heard—it’s actively reviewed and thoughtfully applied to shape decisions.
Again, Foster chimes in: “Everything that we [BrewDog USA] do is purposeful and intentional with the ultimate goal of making and keeping our consumers happy and engaged with our brands.”
This research and feedback empowers BrewDog USA team members like brewmaster Cooper Asay, Head of Quality and Innovation, to craft a more citrus-forward Elvis Juice—one he’s confident will resonate with and excite longtime fans.
Asay, who got into the brewery game as a self-described “fermentation nerd,” also is proud of BrewDog USA’s Alcohol Free (AF) line, which has taken a lot of hard work to perfect. The result of extensive innovation and dedication, the Non-Alcoholic Variety Pack now leads the NA category across the state of Ohio.
“We try and get the AF flavors to match the beer flavors as much as possible,” Asay says. “We want our AF drinkers to feel like they are drinking a beer and not a separate product. Think about it like trying to bake without gluten. You can get there, but it takes a lot of work.”
Some AF products are available only online, such as Cold AF Lime. BrewDog releases seasonal alcohol free beers through its ecommerce website. Rooted in the strength of Central Ohio’s craft beer community, BrewDog USA continues to push boundaries. Team members like Foster, Asay and the many passionate minds behind the brand are using their talent and customer insights to make beer more flavorful, relatable and accessible than ever before.
No matter what your summer looks like, BrewDog wants to be part of the moment. Fans can follow BrewDog USA on social media to stay connected to exclusive content, summer-long promotions and chances to win one-of-a-kind experiences. And of course, the newly refreshed Elvis Juice is now available at grocery and convenience stores—just in time to elevate your warm-weather moments with this bold, citrus-forward favorite.
BrewDog USA distributes in select states nationwide and operates flagship locations in its home state of Ohio and also in Atlanta, Las Vegas and Denver. Visit usa.brewdog.com for more information.
This article originally appeared on Columbus Monthly: Sponsored Content: Get Outdoors This Summer with a Glammed-Up Old Friend, Elvis Juice
Reporting by Columbus Monthly / Columbus Monthly
USA TODAY Network via Reuters Connect
