11:51 Thursday 28 March 2013

Brewer reveals new look for its flagship brand

Written byROB SMYTH

THE flagship brand of a Burton-based brewing giant has undergone a revamp – in homage to its origins in the 1950s.

Marston’s Pedigree, brewed at the firm’s Shobnall Road site, will now sport a new look as bosses draw inspiration from its original 1952 design for a new, refreshed bottle label.

This comes after the firm last year produced a special limited edition bottle in order to mark the famous brand’s 60th anniversary.

It featured the original label from 1952 and clearly struck a chord with drinkers as it sparked a massive increase in sales.

Gaynor Green, brand marketing manager for Marston’s Pedigree, said: “We listen carefully to consumers and know that the ‘retro’ label stimulated lots of favourable comments and real stand-out appeal on shelf.

“At the same time we are enormously proud to be the only brewer left in the world that still ferments its ale in the unique and traditional Burton Union method using oak barrels. Through referencing the nuances of heritage, craftsmanship and drinkability on the label, we are bringing the brand to life and telling the consumer our story.”

The new front label uses fine lines, creating a paler background to emphasise the name and barrel motive.

The back of the label now features a photograph of the Burton brewery’s working cooper, Mark Newton.

One of only three working coopers in beer and brewing, Mark makes and maintains the 264 Burton Union oak barrels at Marston’s Brewery and the image shows him in his workshop alongside one of the huge 150 gallon union vessels.

A new neck label also offers drinkers the chance to text or enter details online to win VIP hospitality tickets to see England play Australia in the Ashes.

Last recorded figures showed that in 2010, 150,000 hectolitres of Pedigree was sold.

The draft and canned versions are 4.5 per cent Alcohol Beer Volume (ABV) and the bottled versions five per cent ABV.

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