Badger Beers is launching a range of craft beers under the Outland brand, offering contemporary brews and complementing the existing bottled ales range.
The launch follows a review of Badger’s brands. While its 240-year brewing tradition and roots in Dorset remain integral to its positioning, it is now looking to build on its heritage to become a more innovative, consumer-centric brewer.
The Outland brand launches with Milk Stout and Ginger Pale Ale in 440ml cans, and a draught West Coast IPA, initially available exclusively in Hall & Woodhouse pubs. Cans will follow in the autumn.
The cans have been designed to communicate strong craft cues, with an abstract black and white background lifted by a splash of bold colour for the Outland by Badger branding and the beer name.
Badger is supporting the launch of Outland with a £250,000 advertising and marketing campaign. It has secured listings for Ginger Pale Ale and Milk Stout in Sainsbury’s and Waitrose from this month. Morrisons and Ocado will follow later in the year.
The wider update to the main Badger brand will start with a redesign of the core beers. New designs for a number of beers within the Badger range of premium bottle ales will go into retail later in the year.
“The Outland project has given the brewing team a great opportunity to showcase their creativity in brewing some unique and innovative beers,” said Badger head brewer Toby Heasman.
“It has been great fun developing the range, which allows drinkers to try a range of diverse styles from a West Coast IPA to an indulgent Milk Stout through to a Ginger Pale Ale. We hope drinkers have as much fun drinking the beers as we had brewing them, and look forward to receiving their feedback.”
Giles Mountford, drinks marketing manager at Badger Beers, added: “Outland is our biggest investment in [new product development] for many years and we’re delighted with the final result.
“The range has all the craft beer cues: on-trend styles, including stout, interesting flavours, a striking pack design with strong shelf appeal, and clear on-pack communication that’s easy for new or light craft drinkers to understand, unlike some craft brands that they find hard to decipher.”
