Young’s Beers get refreshed modern look
Brewer Wells & Young’s have advised that there will be a new look for Young’s beer range that will attempt to “modernise and rejuvenate” the brand.
The core Young’s beer range – Bitter, London Gold and Special – will all get the new look in August across the draught offer. The brewer has described the refresh as “quirky, contemporary and vintage with a nod to tradition”.
A new bottle design for both the on and off-trade will follow later this year.
Phil Toms, director said:
“In an extremely competitive market we needed to modernise and rejuvenate the brand to ensure it is still relevant to the modern drinker, while retaining all the charm and appeal of Young’s brewing heritage, which is important to its loyal fan base.”
“We are really excited about what the new look will mean for Young’s beers. The new designs achieve exactly what we set out to do and perfectly balance a contemporary look while clearly signifying the heritage, provenance and high quality which drinkers associate with, and expect from Young’s beers.
“As well as giving the beers distinctive look and stand out on the bar we hope the designs will attract the new wave of ale drinkers while assuring our loyalists that we are committed to investing in the brand they love”.
The new product badges are shaped like a luggage tag, which tie onto beer handpulls rather than clip on, in a bid to make them more distinctive in what has become a crowded part of the front bar.
Advertising is in the pipeline for this coming autumn to promote the new look, which will build on the Original Social Network campaign that was launched last September and marked the first marketing push for the brand in three years.
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