Norfolk-based Woodforde’s Brewery has announced a re-branding linking with the legacy of the county’s favourite son, and one of Britain’s greatest military heroes, Admiral Lord Nelson.

In the 17 months since directors James Hughes and Nick Dolan took on the business, they have widened the reach, distribution and profile of Woodforde’s and its brands, including reviewing its corporate identity.

The new identify incorporates a Nelson silhouette which represents Norfolk, known as ‘Nelson’s county’. Nelson is one of Britain’s most heroic and recognisable figureheads and noted for brave and inspirational leadership, most famously at the Battle of Trafalgar.

For Woodforde’s, Nelson represents its heritage, provenance, great character and one that delivers and expects the best.

Chief executive, James Hughes, said: “We wanted to develop a strong identity for the vibrant beer market. We have built a loyal following across the region and this new contemporary look, which includes the Nelson silhouette, has its roots in Norfolk. The re-brand is integral to our strategy to build an even stronger national profile and replaces the Norfolk boat.”

James and chief operating officer, Nick Dolan, have increased the Woodforde’s team by 15% as well as acquiring the pub adjoining the brewery, The Fur and Feather.

There has also been substantial investment in expanding Woodforde’s range and beer styles, including keg, can and the development of a new lager.

Nick said: “The beer sector is constantly innovating and the competition for space on-shelf and behind the bar is tough. We intend to ensure that Woodforde’s is well placed to battle for a deserved prime position by ensuring our brands stay relevant in taste, style and design.”

To mark the re-brand, the brewery has sponsored the Nelson and Norfolk exhibition at Norwich Castle Museum, which runs until October 1. Woodforde’s website re-launches today and there are also plans for a programme of events, partnerships and sponsorships to support the national drive for Woodforde’s and its brands.

Woodforde's re-branding

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Woodforde’s chief executive, James Hughes, (left) and chief operating officer Nick Dolan