Brewdog has announced plans to roll out an update of its multi-packs this April in a bid to help consumers differentiate between its various beer styles.
The brand update – which will also look to make the brand stand out on shelves – will see the packs lose their white colouration so that each of the beers can be more easily differentiated.
To help shoppers identify the specific beer style they want, the new packs will also provide three-word descriptors focusing on taste, along with a visual of the beer in a glass, highlighting the colour of the liquid.
“We have a mission to make everyone as passionate about great beer as we are. However, there are so many different styles of Craft Beer to explore and discover, that it can be daunting for shoppers entering the category for the first time,” Brewdog customer marketing manager, Hannah Corker, said.
“We want to make it as simple as possible for our customers to select the beer that suits them at the point of purchase. By introducing colour to our multi-packs, they can be instantly identified and by providing taste descriptors we hope this will encourage shoppers to trial new styles, whilst also helping retailers to make recommendations to their customers.”
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Changed packs include Punk IPA 330ml can 4, 6, 8 and 12 packs, Lost Lager 440ml can 4 and 10 packs, Hazy Jane 330ml can 4 and 12 packs, Planet Pale 330ml can 4 and 12 packs, Elvis Juice 330ml can 4 pack and Punk AF 330ml 4 pack.
As well as creating multi-pack artwork, the alterations will also be replicated across outer casing and shippers, to help retailers recognise the assorted styles when shopping in depot.
