Butcombe rolls out fresh new look

The entire range of Butcombe Brewery products has received an updated branding, under the ethos 'Truth In Every Taste'. Intended to signal a new phase of growth for the brewery, the vision was to further establish the brands credentials beyond the South West of England.

To realise this vision, Butcombe is also expanding its brewing operations and growing its pub estate to 100 outlets over the next three to five years.

Butcombe, the integrated brewer behind Butcombe Original, Butcombe Rare Breed and Butcombe Gold, has developed a new brand reflective of its heritage and committment.

Butcombe claims to have designed the branding to mirror this independent spirit but with a humour and artistry that gets back to the core values at heart of the brand and beer. The brand claims the new look is also designed to appeal to the growing number of female drinkers interested in craft ale.

The new core brand mark includes a contemporary Butcombe logo with the image of a T-Rex dinosaur representing originality with a nod to the past, celebrating Butcombe’s traditional brewing heritage with a relevance for today’s market.

On pump and on bottle, the new look and materials are designed to appeal to today’s modern drinker with a clean, contemporary aesthetic and there is an original story crafted to each one to reflect the unique flavour of each ale, reaffirming Butcombe’s strong craft credentials.

In addition, new look bottles have been designed to maximise stand-out shelf presence in retail to support Butcombe’s growing off-trade business with supermarkets and other retail customers.

Butcombe undertook research across key audiences and found some universal truths. Butcombe claims it is loved for the quality, consistency, originality of flavour across all of its ales.

The new Butcombe branding will be launched at Craft Beer Rising Festival in London on 23 February 2017. The new positioning goes live across print and online. In addition, a new advertising campaign will be rolled out within key publications.

Emmy Webster, marketing manager of Butcombe says: “This marks a huge step forward for the Butcombe brand, it is as much a reflection of who we are as it is a statement of the development of the Company, our intent for the future and our ambitious growth plans. This new direction aligns with our vision of becoming one of the nation’s most popular brewers.” 

Alongside the established premium range Butcombe are rolling out a range of seasonal and specialist beers throughout this year.

19 February 2017 - Sam Coyne The Drinks Report, news editor