Hop Stuff

The brewer is ditching its previous design for a sleeker, less military-focused look

London-based craft brewery Hop Stuff is giving its cans a makeover.

The brewer is ditching its previous design, which was based around the nearby Woolwich Arsenal, for a sleeker, less military-focused look, which will roll out across all its brews from August.

“We found that the branding didn’t share much with our values,” said Hop Stuff brand and marketing manager Doug Gilbert. “We’re not really a military kind of brand. It’s all about approachable craft beer and inviting people in, and our name is Hop Stuff so we thought we should probably have a hop as our logo.”

The brand also unveiled plans to brew nine new beers over the coming months, including two double dry-hopped beers: a pale ale and a pilsner.

Other new brews will include a collaboration with Leeds-based North Brewing Co on a fruit pale ale and a stout which will join its core range in the on-trade.

It comes months after a massive crowdfunding success for the brewer: Hop Stuff ended a crowdfunding drive two weeks earlier than anticipated in February after smashing its £400k target by more than £300k.