Adnams reveals rebrand across beer portfolio

By Gary Lloyd

- Last updated on GMT

Line-up: the revamped Adnams range will come into effect from early April
Line-up: the revamped Adnams range will come into effect from early April

Related tags Adnams Branding + marketing Cask ale Kegged beer

Suffolk brewery Adnams will unveil a complete rebrand of its core beer range across both the off and on-trade next month (April).

The revamp comes two years after the Southwold brewer celebrated its 150th anniversary.

Adnams said its range of coastal brews has been reimagined by Adnams and Brighton-based design studio CookChick with local artist Vanessa Sorboen, to reflect the brand’s Suffolk home – and inspiration has been drawn from its coastal shorelines and horizons.

Unified look

Adnams head of production Fergus Fitzgerald said: “There are two main aims of the redesign. Firstly, it allows us to bring all our beers back under one unified look. Beers like Mosaic and Dry Hopped have been two of our core beers for a while and while having a different look made sense in the early days, bringing them together again reflects the fact that our brewers use the same great-quality ingredients and the same skill and dedication when brewing a beer.

“Secondly, the new branding really brings out that sense of place and connection to where these beers are made. The paintings tell the stories and showcase the beauty of the landscapes that inspired those beers.”

Kegs, casks, bottles and cans of Adnams’ Ghost Ship 0.5% Pale Ale, Ghost Ship 4.5% Pale Ale, Mosaic Pale Ale, Dry Hopped Lager, Southwold Bitter and Broadside will all showcase the new, bespoke designs.

Cask key to project

Investment in cask was key to the project, providing an opportunity to draw consumers into the cask category.

Adnams claimed it was one of the first breweries to feature moulded pump clips in pubs so it was important to the brewer the redesign encompassed a new and innovative offering for the on-trade.

Adnams sales director Max Bond said: “Cask beer is our national drink and has a key role to play in all great pubs.

“Adnams’ new innovative pump clip designs will create excellent stand out in pubs and will attract new drinkers to take a fresh interest in the cask category and taste beer at its best.”

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