Craft brewery Seven Bro7hers Brewing Co has unveiled a £70,000 re-brand, as the family business strives to drive in-store and off-the-shelf purchase.
The Salford-based brewery has taken inspiration from its lucky number seven and applied the vibrant creative across the core range and special beers portfolio.
The clearer and cleaner cans, by strategic branding agency Creative Spark, have been designed to stand out to consumers on shelf.
Founder Keith McAvoy said: “The craft beer scene has exploded in the last couple of years, making it a competitive space to position our business in. We found our brand has been starting to get lost next to similar marketing and can designs — and that just wasn’t doing our product justice.
“After nearly seven years we felt it was time to shake up our brand and bring it back to what we are known for, the seven of us. It is our goal to have instant recognition on shelf.
“Dominating our packaging with a ‘7’ makes it unmistakeably Sevem Bro7hers at a glance, helping consumers to make a quick decision when shopping in store.”
As part of the overhaul, the well-known core range has also undergone a makeover. Now known as the ‘family of beers’, the core focuses on four flavours; Amber Lager, Hoppy Pale, Easy IPA, and a Juicy IPA.
The much-loved session craft beer is now known as the Hoppy Pale; the Vienna lager has had a small recipe tweak to make it a fresher and will now be known as the Amber Lager. Fans of the IPA need to look out for Easy IPA, and the Juicy IPA joins the range as a new addition to the family — a stone fruit, citrus, juicy beer.
‘Our changes to the core range needed to reflect the evolution of Seven Bro7hers’
Keith added: “We now have a brand which jumps out at you and ultimately backs the beer that we know and consumers know tastes great. The labelling is clear — what you see is what you get.
“Our changes to the core range needed to reflect the evolution of Seven Bro7hers — as we’ve grown, so has our drinking audience. The family core now has something for everyone.”
The McAvoy brothers — Guy, 58, Keith, 50, Luke, 46, Daniel, 45, Nathan, 43, Kit, 38, and Greg, 36 — started their brewery in 2014, inspired by their dad’s brewing in their cellar at home.
Growing annually, in 2019 Seven Bro7hers Brew Co saw 53% growth following an expansion from e-commerce into retail. To date, beers are on sale across select Co-Op stores, Selfridges, Booths supermarket, and Ocado, as well as Living Ventures and Mission Mars bar groups. They also sell through their own website.
The brewery has also established its own beerhouses across two sites in Manchester and Salford, plus the brewery taproom. This year Seven Bro7hers will be also be expanding into two new locations, with a further four in the pipeline to open by 2022.
