Ringwood Brewery is getting a Makeover
Marston’s has just spent a 6 figure sum of money rebranding its Ringwood Brewery beers.
The brand had become old fashioned and indistinct in an increasingly crowded category featuring local and microbreweries, said marketing manager Chris Keating.
Similar recent rebranding has taken place with breweries like the Hogs Back in Surrey and Keltek in Cornwall – to help them compete in a more competitive market where new craft beers are branded much more distinctively – often with great contemporary artwork on the labels.
Consumer research also revealed some confusion with the brand, with people failing to recognise its best-selling Best Bitter brand but knowing its Old Thumper beer, even though this was the brew that sold the least in the portfolio.
As well as a new design, a new strapline “Visit The Winding Downs”, has replaced the old slogan, “Beer From The Heart Of The New Forest”, although the Hampshire hog character that the brewery is known for remains.
“This is the most radical change to the Ringwood brand in the past seven years,” said Keating. “We wanted to make the most of the brewery’s Hampshire location and roots.”
The next stage for the brand will be a marketing campaign that will promote the changes.