Did BrewDog lose its bite with their new rebrand?

BrewDog’s “Punk IPA” beer cans compared side-by-side.

I keep seeing comments that BrewDog’s new rebrand feels “neutered.” But to me? It actually feels more punk than ever.

Years ago I picked up a can of Punk AF at Whole Foods - partly because the name made me smile, but mostly because the packaging stood out. It looked bold. It felt like something. And it actually tasted good (huge win for the AF category back then).

So when I saw the new design drop this month, I was curious. The words have shifted. “Post Modern Classic” is out. “Brewed Fresh” is in. Some people are mourning the loss of the chaotic typography and manifesto-style labeling.

But take a closer look at the new can: the cut-up letters, the raw edge shapes, the zine-style layout. It’s cleaner, yeah... but it’s not tamer. If anything, it feels like rebellion with intent. Less noise, more confidence.

Brand evolution is tricky. Especially when your brand started with a megaphone and a middle finger. But personally? I think this rebrand still carries that energy - just with sharper tools.

Curious what others think: did BrewDog lose its bite, or did they just get better at making noise?