Greene King has unveiled a fresh design for its IPA designed to target younger beer drinkers.
The new look features large, slightly angled copper coloured letters on a teal wood-effect background. It will start appearing on hand pumps immediately and will roll out on cans and bottles of the beer by the middle of the year.
Research by CAMRA found that 15% of current real ale consumers had tried the drink for the first time in the past three years, with 65% of these new entrants aged 18 to 24 years old. It was this group of consumers the brand hoped to access, said marketing director Dominic South. With the old design, “we did look a little bit corporate and little bit traditional for the younger consumer,” he said.
“Creating a new brand identity for Greene King IPA has been a monumental team effort and I could not be happier with the outcome,” said managing director Chris Houlton. “It is an outstanding piece of design and one that I believe will stand the brand in good stead as the British beer market continues to flourish.”
Retail sales of Green King IPA were up 4.8% last year to £7.69m [Nielsen 52 w/e 11 October 2014]. The brewery’s best selling beer, Old Speckled Hen, is the number one bottled ale, with sales of £44.3m.