London-based craft brewer Fourpure is giving is core range of beers a makeover.
New 330ml cans featuring a new “more eye-catching” design and “improved” tasting notes will roll out across its Session IPA, American Pale Ale and Pils Lager this month.
The revamp would “enhance their shelf presence” and “keep Fourpure at the leading edge of craft cans in the UK”, said the brand.
It will be backed by out of home activity, a full PR campaign, in-store activations and social media activity.
“Provenance is increasingly becoming a key factor in the purchasing decision for beer drinkers so we wanted to make it clear that we still brew and can in London,” said Fourpure founder Daniel Lowe.
“Beer drinkers are increasingly knowledgeable with regards to the different flavours across beer styles - we wanted to reflect this in our new style descriptors and tasting notes, and crucially, make craft beer more accessible to new audiences.”
Fourpure also plans to refresh its wider portfolio of seasonal beers and one-off, small batch releases going forward. ”It will take a similar path of cleaning up communication by clarifying style and brand information,” said Fourpure head of marketing Adrian Lugg. “The brewery will also address the number of small pack products and look to introduce some new permanent products into its range.”
It comes as Fourpure is gathering momentum across the mults, having picked up listings in Tesco and, more recently, Asda and Ocado. It recently teamed up with Majestic Wine to launch an exclusive beer, called Easy Peeler Citrus IPA, in 330ml-can six-packs only.
The brewer has significantly invested in its Bermondsey base this year, ploughing £2m into enhancing its production capacity and expanding the facility’s size to 25,000 sq ft.
Canning “continues to be central to the business, having invested heavily into state-of-the-art canning and packaging facilities”, Fourpure added.