Congleton-based Beartown Brewery has today (18 July) unveiled a new brand identity with an accompanying nationwide marketing campaign as it looks to take on the major players in the brewing industry.
To celebrate its rebrand, the brewery is launching an out-of-home push across Liverpool and Manchester city centres to promote its new session IPA, Inception.
Beartown’s new-look ‘pink bear’ logo will be featured across bus stops and billboards and will include a QR code inviting beer-lovers to join the brewery’s founder Joe Manning at secret destinations in both Manchester and Liverpool on 29 July, where Inception pints will be freely given out.
The brewery’s fresh new branding will pay homage to its Congleton heritage, with various nods to the Cheshire town included within the firm’s new identity.
Beartown’s rebrand comes as the brewery seeks to re-energise its image by appealing to a younger, more dynamic audience before it embarks upon a nationwide expansion drive in the hopes of growing out from its north-western roots into becoming a truly national brand.
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“We’ve had our heads down in Congleton for the last few months getting our brewery back up and running after an extensive renovation and are finally brewing again,” Manning said.
“In addition to the new brewery we have some swish new branding and I can’t wait to send the Beartown Bear out into Manchester and Liverpool and invite Mancs and Liverpudlians to join me for a pint on July 29th.
He added: “The campaign is designed to get the word out there about our beers to a younger generation of beer drinkers but whilst imprinting the image of the pink Beartown bear on everyone’s mind so of course we went for a Bearhunt.”
“We’ll see the hot pink Beartown Bear take up residence in the two cities over the next fortnight and hope that many beer drinkers will join the hunt with the promise of a beer at the end of it!”
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