Theakston’s brewery has unveiled a new look to one of its most iconic real ales.
Masham-based T&R Theakston Ltd is refreshing the look of its Old Peculier bottle label sets, as it aims to increase its appeal to a younger audience and increase its on-shelf visibility in an increasingly crowded market place.
Old Peculier, which last had a makeover in 2004, is one of the top-ten selling premium bottle ales in the country, with near universal distribution in the UK grocery, wholesale and convenience sectors.
It also has a world-wide fan base, with it being enjoyed by real ale lovers in South America, Australia, Europe and Asia.
The new look Old Peculier label has been created by design agency WPA-Pinfold, who have worked with the brewery for the last 12 years.
T&R Theakston Ltd Executive Director Simon Theakston said:
The re-designed label underpins the status of our most important asset, Old Peculier, as one of the country’s most popular and instantly-recognised premium bottled ales.
The bottle will have further enhanced on-shelf stand out and even stronger premium cues.
We have drawn inspiration from our existing Old Peculier cask hand pump as featured in cask ale pubs all over the country.