Badger Brewery’s Outland brand is adopting a new, more colourful design, for the first time since its launch in 2023, to strengthen its appeal as a ‘mainstream craft’ brand.
The update sees the beers given distinctive names, alongside a style description for each, as part of the ongoing drive to keep the brand fresh and interesting to drinkers.
Outland is currently stocked in Tesco, Waitrose, Sainsbury’s, and Ocado, as well as being available through Amazon. The pack changes are designed to give the Outland cans more standout on shelf, and to ensure the brand continues to resonate with drinkers.
The revamp sees West Coast IPA become Dead Reckoning, Outland New England IPA is now called East of Eden, while Tropical Pale Ale is renamed Monuriki. Roca Tierra, a Spanish-style lager, is a new addition to the range.
The redesign follows major research to understand how beer drinkers view Outland, and which changes would enhance its appeal. The focus was on mainstream drinkers who include craft brands within their repertoire. The new beer names and design were applauded in research, with drinkers describing the cans as “cool, vibrant and artistic”.
“Since launching Outland, we have regularly introduced new variants to keep the lineup fluid and interesting, in line with the expectations of craft beer drinkers,” said Giles Mountford, head of brand marketing at Outland owner Hall & Woodhouse.
“The research confirmed that Outland had a number of positives for consumers: the design elements reflecting nature and the outdoors, the accessible taste guidance, the ‘grown up’ feel compared to some other craft brands, and the fact that the beers are brewed by an independent brewer with a heritage dating back to 1777, rather than a ‘craft brewer’ owned by a global drinks producer. We’ve been careful therefore not to throw the baby out with the bathwater in the redesign!”
