Hacker-Pschorr Updates its Overall Look in the U.S.


Hacker-Pschorr (Munich, Germany) has officially announced that it will begin rolling out a new logo and an updated overall packaging presentation in the U.S during the month of May 2020.

After a successful U.S. launch of Weissbier in eye-catching cans back in January, Hacker-Pschorr has decided to apply that contemporary look to its entire portfolio available in America. This update begins with a new logo that is “strikingly bigger, thicker and louder and represents the boldness of the entire brand portfolio.” The bottles themselves have also been updated to “allow for a better overall drinking experience while setting it apart from traditional German Beer bottles.” Finally, labels and packaging will also include a “diamond pattern . . . [to emphasize] the Bavarian origin and also includes a ‘descriptor’ that identifies bier specialty.”  All of these changes were thoughtfully applied to “address the changing tastes of contemporary beer lovers without violating centuries old traditions and mandates.”

“The Hacker-Pschorr can launch was one of our most successful to date and made us revisit our current packaging to see how we can continue to enhance and improve our image with a younger audience,” says Steve Hauser, CEO of Paulaner USA. “The result is a fresh, modern look that uniquely celebrates the brands rich heritage and superior taste.”

“The new Hacker-Pschorr bottles and logo redesign moves the company into the future. We are confident that this modern day packaging facelift will introduce the brand to an entirely new generation of bier drinkers,” Hauser concludes.

American beer drinkers will begin seeing Hacker-Pschorr’s new look on shelves in May. The Hacker-Pschorr styles currently available in the U.S. are Weissbier, Munich Gold, Oktoberfest, Weisse Dark, Munich Dark, and Mai Bock. Prost!

Weissbier - HP - New Packaging 12 pack (1) (1) (1)