As part of the biggest marketing investment in its history, brewer Adnams is rebranding its off-trade portfolio and supporting the take-home launch of its Explorer brand.
The Suffolk brewer’s off-trade bottled beers - Bitter, Broadside and Explorer - have all been redesigned to appeal to the modern beer drinker.
Steve Curzon, marketing director, said: “The brand has progressed significantly over the past six years and we wanted to give it the next level of investment, as well as ensure it had a consistent look through the on and off-trades.”
Adnams is also investing in Explorer, which was officially launched into the off-trade last November. The Belgian-style blonde beer already has nationwide listings with multiple retailers including Morrisons.
Curzon noted further NPD may emerge following the completion of Adnams’ £4m brewery upgrade next January.