PRESS RELEASE / January 6 2023 (Framingham, MA)  Jack’s Abby Craft Lagers releases new packaging and brand refresh for 2023.  This is the first refresh since 2015 and includes the first release of 19.2oz cans of House Lager and Banner City.

This project started at the beginning of 2022 with the goal of delivering a fresh new look that takes the best of our past and modernizes the look in a vibrant and compelling way for the future.  Jack’s Abby has been sharing updates along the way including the new mission and values early last year and the logo portion of the refresh last month. You can read more about that here.

“One popular refrain we kept returning to for the architecture of the design was that ‘there is beauty in simplicity’.  We believe in this ethos for our beers and we wanted a package design that better reflected this mentality.” – Rob Day VP Of Marketing

The new design features a bifurcated slash that runs diagonally through the iconic name plate shield.   It allows space for creative expression on one side, and a clean communication of key details on the other.

The front face has been unified across all of the beers to prominently feature the Jack’s Abby Craft Lager logo along with “family owned and operated” above a straight forward naming and style convention.  This clearly communicates what’s in the can even from a quick scan.

You’ll see across the different lagers a varied creative canvas to the right of the slash.  The traditional lagers feature the iconic Bavarian checker pattern that’s always been a part of the Jack’s Abby heritage.  Throughout the specialty products, there’s a world of creative art meant to tell a deeper story about the beer and add layers of depth to the packaging.


To explain why Jack’s Abby was taking on this refresh Day said, “Through this process we realized that over time some of the painstaking work that we put into making our lagers has been taken for granted.  We have not done a great job sharing the details of the process and special ingredients that make our lagers great.  We believe this new packaging is a much better reflection of the hard work of our brewers.


This is also Jack’s Abby’s first foray in the popular 19.2oz format.  These larger cans have gained a lot of popularity in craft beer especially in venue locations, convenience stores, and other single serve locations.  Jack’s will be starting with their flagship House Lager and Banner City – the official craft beer of the Boston Celtics. These two canes have been featured at the TD Garden for 2 months now and will be seeing the wider market for February.

The 12 pack cartons are designed to mimic the look of the cans translated to the cardboard cube.  They feature the same brand and naming convention along with the bifurcated design.  The information panel and brand tagline are carried through as well.

New packaging will start rolling out starting in mid January, and continue through February. 

Reflecting on the process Day says, “A lot of hard work has gone into this project so that our outer look best reflects our inner beliefs.  This new design is meant to be a welcoming beacon to all who want to LIVE FOR LAGER.  Hopefully you enjoy it as much as we do for years to come.”


About Jack’s Abby Craft Lagers

Jack’s Abby is a proudly independent and family-owned brewery based in Framingham Massachusetts.  The brewery was founded in 2011 by 3 brothers – Jack, Eric and Sam Hendler.  The brewery is the first lager-only craft brewery in the country.  Their mission is to create high-quality products that honor tradition and the spirit of inspired innovation. With an entrepreneurial heart and a passion for people, they take pride in learning from and contributing to their vibrant community.

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