Freedom Brewery rebrands and adds to range

UK lager specialist Freedom Brewery has undergone a major rebrand and added to its range. The brand refresh is the first time the Staffordshire based brewer has changed its identity in ten years and accompanies a continued expansion programme across the business and its distribution.

The new look reflects Freedom’s ethos of being “ethical, contemporary, authentic and honest” and the new products – East India Pale, a modern lager inspired by the IPA, and King Koln, Freedom’s homage to the classic Kolsch – are designed to “push the boundaries of lager”.

Freedom’s core 4% ABV Authentic Lager and Organic Helles will continue to be brewed to the same recipes, although font badges and bottle artwork will be updated alongside the new range.

The lager brewer, who recently expanded its brewery operations to triple capacity, appointed agency Back to Front to design the striking new identity using hand drawn typography and imagery that is unique to each beer.

The new range will be stocked in high end pubs, bars and restaurants throughout the UK, it will be available in 11 gallon (50l) kegs and 24 x 330ml NRB from October 2015 (except King Koln which will be from Nov 2015) and includes:

• Freedom: 4% ABV – A truly British lager, hopped with a combination of British First Gold and Challenger, it is matured for four weeks for a distinctively balanced taste and aroma
• Organic Helles: 4.8% ABV – An authentic Helles lager, pale in colour with a subtle sweetcorn aroma, balanced with Hallertau Tradition hops. Organic Helles is brewed using organic malt and has been accredited by The Soil Association
• Liberty Pils: 4.4% ABV – A contemporary Pilsner, made with a blend of hops including Liberty and Centennial and brewed to the classic pils ABV. This blend of American hops gives Liberty Pils a citrus aroma and a crisp, clean palate
• East India Pale:  5.5% ABV – A contemporary lager taking inspiration from the iconic IPA. Brewed using a mix of lager and Cara malt and American hops (Cascade, Chinook and Centennial) to create a full bodied caramel malt flavour, with a grapefruit bitterness and pine needle aroma
• Boston Beech: 4.7% ABV – A ruby coloured American Red beer inspired by the Munich Dunkel. Matured for four weeks like all Freedom lager giving a distinctive malt character with a hint of cherry body.
• King Koln: 5% ABV - A true homage to the Kolsch, created with an authentic Kolsch yeast strain to give a distinctive Sauvignon character that is perfectly balanced by a herby fruitiness

Andrew Taylor, director at Freedom Brewery says ‘We continue to grow our brewery organically and after an extensive brewery expansion it was natural for us to look at our range to ensure our offering matched our ethos. We dedicate all of our time to producing great tasting, authentic lager that is brewed sustainably and we feel our new range reflects this’

Freedom Brewery is the UK’s Lager Specialist. From its base in Abbots Bromley, Staffordshire, the Brewery produce an award winning range of lager that is certified Vegan Friendly and brewed sustainably. With over 25 years of brewing history, Freedom brew lager that is authentic in style, sustainable in production and full in taste.

30 September 2015 - Felicity Murray The Drinks Report, editor