ABC Just Got an Upgrade

When we relaunched ABC as a monthly beer series two years ago, the idea was simple: if Vale is the classics, ABC is the lab. A place for our brewers to experiment with styles, push boundaries, and produce something different every month.

The beers have gone down a storm. Now, the brand has caught up with the beer.

We're rolling out a completely upgraded design and identity for ABC, with new styles, different formats, and brand new recipes all landing over the next 12 months.

Each release is numbered as an episode, building a collectible series that reflects the experimental spirit of the project.

The new design leans into that lab mentality, with each beer getting its own unique elemental visual. First out of the gate is Juggernaut (ep. 01), a 5.3% DDH Pale loaded with Simcoe, El Dorado and Krush, bringing tropical fruit, citrus peel and sticky pine.

Big thanks to Tim AKA The Brand Weaver for the masterful design work as always.