Badger Brewery says it has seen an uplift in sales of its premium bottled ales (PBA) range, following a relaunch of the brand in September 2023.
In the 12 weeks to 29th September, 2024, volume sales of Badger PBAs grew by 51.6%, compared to the same period in 2023 (Kantar). This was against a 10% decline for the overall PBA category.
Over the 12-week period the number of shopping trips where Badger ales were purchased increased by 12%, and consumers bought on average 37% more beer on those trips. The brand also expanded its reach, with 231,000 consumers buying Badger ales — an increase of 10%.
The Badger PBA range was relaunched following a review of the portfolio and consumer research by IGD, with an ambition to both revive the brand and provide a shot in the arm to the ailing PBA category.
New designs were introduced, featuring illustrations of wildlife characters from the brewer’s Dorset homeland. Clearer on-pack taste guidance helps consumers to make a purchase.
Consumer research
“Making root and branch changes to a much-loved brand like Badger wasn’t done lightly, but with the PBA category in long-term decline, we felt bold action was needed,” said Giles Mountford, head of brand marketing for Badger Brewery.
“The relaunch was anchored in consumer research. They told us the PBA sector was a ‘sea’ of similar-looking, old-fashioned labels without clear taste guidance, so we tackled that head-on in the redesign. They also told us authenticity was important, so the characters on the bottles weren’t fabricated for the relaunch, they’ve always been part of the Badger story.
“By giving the beers a more contemporary feel, we’ve been able to capture some of the many consumers who drink across both the craft and PBA categories, but we’ve also retained our loyal Badger drinkers, many of whom are now purchasing more of their favourite beer.”
The relaunched PBA range features eight beers, each with its own quirky wildlife character, including a boxing hare and a stoat pouring coffee, which appears on Master Stoat.
The stout boom
Launched at the same time as the range redesign, Master Stoat is riding the wave of the stout boom and enjoying sales growth. Volumes were up by 28% in the four weeks to 1st December, compared to the four weeks to the end of January in the same year.
Mountford added: “Although the PBA category overall is still in decline, the growth of Badger within it shows that a new approach can buck the trend. While we’ve seen some commoditisation with the category, we believe there is still value in it, hence our significant investment.
“If other brewers now start to evolve their own brands, we could see a renewal of the PBA category.”
