Independent brewer Badger Beers is launching new designs for its range of bottled ales (PBAs), with packs set to appear on-shelf from August.
Initially, seven of Badger’s PBAs will feature the new design, including the newly-launched coffee stout, Master Stoat, with more to follow, including two multi-packs.
The redesign aims to help revitalise the PBA category, and present Badger as a unique and innovative brand within it. It follows a comprehensive review of the Badger portfolio and in-depth consumer research by IGD, which also led to the launch earlier this year of Outland, a sub-brand of canned craft beers.
The new designs feature an illustration of a wildlife character above a clear, brief taste description. Described as “vibrant and memorable”, the new bottles aim to tackle one of the main obstacles for the category, namely its homogeneity, old-fashioned image, lack of clear taste guidance and difficulty to navigate.
Giles Mountford, drinks marketing manager at Badger Beers, said: “One of the takeouts from our research was that the PBA shelf was a sea of similar-looking bottles. Our new bottles feature a harvest mouse in a tracksuit, a boxing hare and a stoat pouring coffee, so we’re certainly adding distinctiveness, innovation and interest!
“Importantly, the designs are unique to Badger, rooted in our Dorset brewing heritage, but with a contemporary twist. So, while we’ve gone more vibrant and quirky to meet the expectations of the new generation of ale drinkers we’re aiming to attract, we also have real authenticity underpinning the new look. Research on the new designs showed that current Badger drinkers are also delighted with them as they breathe new life into the beers they know and love.”
