St Austell Brewery launches new-look bottled beers

A new look for St Austell Brewery’s bottled beers has been unveiled. Revamped bottles of Tribute, Korev and Proper Job will start appearing first, and the other permanent beers in St Austell Brewery’s range will be launched in the coming weeks.

As well as bold changes to the labels which celebrate St Austell Brewery’s knowledge, innovation and heritage, the beers are also in new shape 500ml bottles designed specifically for the award-winning Cornish company. The bottle is taller, and the most eagle-eyed will notice that ‘St Austell’ – the brewery’s home - is embossed around the neck.

St Austell Brewery is one of Cornwall’s oldest businesses and the new lightweight bottles celebrate the company’s rich history.

Jeremy Mitchell, marketing and communications director, St Austell Brewery, said: “As part of the design process, we looked at the brewery’s history and wanted to celebrate what makes St Austell Brewery so unique. To help create standout, the new branding encapsulates all the attributes that we’re proud of: passion, heritage, independence and quality ingredients.

“To create stronger shelf presence, the new bottles are higher, and each beer has a bespoke label around the top which eludes to the characteristics of the brand. The bottles celebrate our history at the same time as carrying a bold new contemporary look.”

After a competitive pitch, Brighton-based CookChick was appointed as the lead design agency to undertake the brand and packaging overhaul.

Lee Cook, CookChick director, said, “This has been a really great project for us to be involved with. St Austell Brewery is fiercely proud of its Cornish origins and brewing history – and quite rightly so. Our approach was to galvanise this knowledge and integrity and bring out a more innovative approach on the new labels. We’re thrilled with the end result,”

The new bottles have started to appear on supermarket shelves and in pub fridges across the country.

The overhaul of the bottles follows the launch of the biggest ever marketing campaign for flagship beer Tribute. Launched this summer, and designed to bring to life the brand’s strong provenance and taste credentials, all activity communicates the proposition – Quality that speaks for itself.

St Austell Brewery, which is still family owned and run, is Cornwall’s largest independent brewery and one of the county’s oldest businesses and was founded in 1851.

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