'Traditional' brewer Martson's has radically revamped its beer range in a bid to appeal to what it calls 'the next generation of drinkers'.
The brewer is investing over £1million over the next 12 months on new pack and pump clip design for its beers – including Pedigree, Old Empire and EPA – that moves it away from beige labels, with muted imagery, to a more colourful, graphic style more commonly associated with modern craft brewers.
Lee Williams, marketing manager for Marston's Brewery said: 'The harsh reality is that as a brewer, we're not resonating with the next generation of drinkers who are attracted to the authenticity and simplicity of the new beer scene. For them it's real and it resonates.
'Talk to anyone working at our brewery in Burton though, and you realise that we're no different and share the same passion and love for what we do. So you could say this is just about us presenting ourselves in a new and honest way, as only a true Burton brewery can.
'We need the next generation to consider our beers, perhaps for the first time and discover that they love the taste too – just as generations before have done and still do.'
Marston's has put its brewing story in Burton at the heart of the new campaign, with the phrase '100% Burton'.
A new consumer campaign, 'From Burton With Love' shot by social realism photographer Gavin Watson – famous for his book 'Skins' – will depict the brand’s proud Burton-on-Trent roots and brewing back-story using local people, locations and everyday situations.
It has added a newly created beer, 61 Deep, described as a refreshing 3.8% abv (4.1% abv in bottle) fruity pale ale. The name refers to the depth of one of the brewery's own water wells.
In addition to a new beer range, Marston's Burton-on-Trent brewery will develop its NPD pipeline in 'DE14', a new 600-pint innovation brewery inspired from the brewery's postcode.