Somerset’s Exmoor Brewery is sporting a new look on the bar, marking a year since new investment in the business rescued brewing in its home town of Wiveliscombe.
The new Exmoor Brewery pumpclips on display on the taproom bar
Local MP Rachel Gilmour celebrated the launch of the new branding, along with an upturn in sales, by pulling the first pint from the distinctive new-look handpull at the brewery tap.
The new branding is based on an old enamel sign found while clearing the brewery. It is now on display in the Exmoor Brewery tap.
On the new pump clips, the iconic Exmoor Stag stares out proudly, his antlers extending either side of a modernised, shield-shaped clip. Behind the stag is a bold circle of light, representing the sun or moon on the moors, the colour changing according to which Exmoor beer is being poured.
“The new look reflects the heritage of our beers, but is far more modern than the original image it’s based on,” managing director designate Simon French.
“It leaves Exmoor Brewery’s existing loyal customers in no doubt they are ordering their favourite pint, while also having strong visual appeal to beer drinkers ordering an Exmoor cask ale for the first time.
The enamel sign which inspired the rebranded, dating back to a time before apostrophes were invented. Left to right are: Simon French, managing director designate of Exmoor Brewery, Rachel Gilmour, MP for Tiverton and Minehead, and Jonathan Price, chairman of Exmoor Brewery
“With a new generation of cask ale drinkers taking an interest in trying the beers that their fathers — or even grandfathers — enjoyed, the new branding celebrates the 45-year history of Exmoor Ales, whilst moving us forward into a new era.”
French, who rejoined the company in 2025, added: “We’ve come a long way since the brewery was under threat of closure this time last year, and have kept Wiveliscombe’s brewing tradition alive.
“Despite continued over-taxation of pubs and breweries, and consumers feeling the pinch, we’re now seeing an increase in sales of our beers. That success is a tribute to the faith in the brand shown by both the Exmoor team and our partners at Hogs Back Brewery, since the launch of our collaboration a year ago, along with our loyal local customers who have stayed with the brand.
“We’re very proud to be building on the legacy of long-time owner Jonathan Price and the original Exmoor team. Rachel Gilmour MP has also been incredibly supportive of the new brewery and the continuation of Wiveliscombe’s brewing tradition, and so we’re delighted that she is pulling the first pint featuring the new Exmoor branding.”
The new branding will appear on the core Exmoor range of cask ales, including Exmoor Stag, Exmoor Gold, and Exmoor Ale, as well as being adapted for seasonal beers. It will also be rolled out on bottled Exmoor beers over the next few months.
