Magic Rock has been in the process of re-designing its core can range for the last few months — now it’s ready to unveil the new designs.
The 330ml cans were introduced to the market in late 2015, some of the boldest designs around — easy to spot on the shelf or in the fridge. The colourful, understated but recognisable character based designs Richard Norgate, Magic Rock’s designer, had come up with were unlike anything else on the market.
Brewery founder, Richard Burhouse, said: “As with the business (and life) in general, our design has moved on since then and we felt it was time to bring the 330ml core can designs in line with the labelled can artwork, which we’ve had such great feedback on.
“There is so much fantastic artwork in beer now that we felt it was time for a slightly bolder look which would stand out a bit more on the shelves / in the fridges.
“Of course, the decision to update the artwork on the cans was effectively made last year with the introduction of our gluten-free IPA, Fantasma. That can, if you’re familiar with it, stands apart from the original artwork with a much bolder pattern-based design and black lids. Once we’d made the decision to use that design the fate of the old designs was effectively sealed.”
The process of moving the other core cans over to the new artwork is well under way. The first eight are designed, and as stocks of the old cans are run down they’ll be switching over to the new packaging. There are two remaining designs to complete and Magic Rock expects to be completely switched over to the new designs by the end of the year.
It will also be introducing Saucery, a 3.9% ABV session IPA, to the line-up in the coming months. It felt the current range was missing an easy-drinking session IPA, and with the fantastic response it has been getting in keg, Saucery is that beer.
To make way for Saucery, the brewery has made the decision to drop Rapture from the core can line-up. It will still be producing Rapture for cask and keg, but the love for amber ales is just not there any more, says Magic Rock, at least not in cans.