Two Brothers Hop Juice Is Getting A Makeover

In Beer News by Ryan

Tucked away in an emailed newsletter from Two Brothers touting their upcoming summer festival next month, an email we admittedly are just getting around to reading today, was an interesting tidbit about the brewery’s acclaimed double IPA, Hop Juice.

The beer is being re-branded as Hop Centric Double IPA.

Two Brothers cites a desire to set themselves apart from other Hop Juice brands as the reason for the name change. New packaging will come with the new name as the brewery will ditch the large bottle format and go with 12 ounce bottles. Beyond that, according to the newsletter, nothing else will change. “Hop Centric Double IPA uses the same ingredients and has the same bold taste, but now when you look on the shelves there will only be one Hop Centric.”

We did a quick search of TTB label approvals for “Hop Juice” and found only one other in this market; Left Coast out of California.

Left Coast is relatively new to the Chicago area after signing on with the MillersCoors cluster of distributors, known as OneIllinois, last year. There are no current or past approved labels for Hop Centric.

Two Brothers summer festival, formerly known as the Hop Juice Festival, will now be known as…Two Brothers Summer Festival. It runs June 21st through the 23rd.

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Ryan

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Equal parts beer nerd and policy geek, Ryan is now the curator of the Guys Drinking Beer cellar. The skills he once used to dig through the annals of state government as a political reporter are now put to use offering unique takes on barrel-aged stouts, years-old barleywines and 10 + year verticals.

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