St Austell Brewery has invested more than £1 million in a new look for its flagship lager brand, korev.
Photograph: St Austell Brewery
The new-look Helles-style beer is due to hit pubs, bars and supermarket shelves next month. The creative work has been carried out by design agency, Thirst.
St Austell says the creative platform for the new look brand is ‘The Coast is our Compass’, championing korev’s aspirational and adventurous spirit, while remaining true to its Cornish roots.
The vivid new colour scheme is inspired by the sea and its coastal origins. The new brand rollout is being carried across a new glass, font, and tap handle, accompanied by a range of point of sale items.
Andrew Turner, managing director of St Austell Brewery’s beers and brands, said: “korev has always been a brand with huge potential. To unleash it, we have invested in an exciting rebrand inspired by the spirit of Cornwall and our connection to the coast.
“There’s been so much innovation and investment going into the beer market recently. We’re confident that korev will capture the eye of drinkers this summer.
“It’s a truly authentic lager — crafted in a brewery with over 170 years of heritage — coupled with a really vibrant new look. As the on-trade re-opens after another significant period of closure, we look forward to welcoming back our loyal drinkers — and saying hello to some new ones — with a beautiful cold, crisp and refreshing pint of korev.”