Butcombe has revealed new branding for its beer range under the ethos ‘Truth In Every Taste’, signifying a new chapter in the brewery’s story as it enters a new phase of growth.
Butcombe’s vision is to further establish its credentials, beyond being a household name in the South West. To realise this vision, Butcombe is expanding its brewing operations and growing its pub estate to 100 outlets over the next three to five years.
The brewer has developed a striking new brand with flair and storytelling at its heart. It is reflective of Butcombe’s strong heritage, commitment and the bravery that it took to start an independent brewery at a time when it was a real risk. The brand 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.
Butcombe’s new point-of-sale material, including but not limited to packaging, pumpclips and bar runners, is bold and original. It is designed to appeal to the 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.
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.
The new Butcombe branding will be launched at Craft Beer Rising Festival in London on February 23, when 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 at Butcombe, said: “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.”