Adnams has turned up the heat in the burgeoning bottled premium ale market with a new look design of its flagship brands.
The Suffolk-based brewer has ditched its traditional "stubby" style bottles in favour of a much taller and more elegant embossed model for both its Broadside and Suffolk Strong brews.
The introduction of the new bottles comes two years after a complete rebranding programme. Simon Loftus, Adnams chairman, is hoping the new bottles will drive sales in a bottled ale market that is showing huge growth in both the on and off trade.
He also hopes the new look will help the brand gain a foothold in more premium outlets and encourage drinkers to consume the beers with food.
"The wine connotation was very much part of our plan and we want people to be proud to stick the new bottle on a dining table," he said.
"We also see them sitting alongside other fashionable imported beers in smart bars and restaurants. Our core consumer base is 35-50 year-old beer drinkers but with the new design we are very confident that we can pick up a more discriminating 25-35 year-old drinker".