Brains redesigns cask ale packaging

Welsh brewer Brains has redesigned the packaging on its cask ale range for the first time in nearly 10 years.

The re-brand forms part of the brewer's plans to appeal to a more diverse audience and grow sales outside its Welsh heartland, across the UK.

It was also a response to the changes that have been taking place in the cask market as a whole in the past few years, said sales and marketing director Richard Davies.

"Our current cask design has been in the market since 2002 and with more interest and competition in the category we felt the time was right to modernise," he explained.

The new look includes a dragon's tail logo that the company hopes will come to signify Brains beers as much as the 'Swoosh' is identified with sports brand Nike. It will be unveiled at the Great British Beer Festival next month (2 to 6 August), before rolling out across the on-trade soon after and the off-trade ahead of Christmas.

A campaign in the Daily Telegraph and throughout the Rugby World Cup in September will promote the change to consumers.

"Cask is growing its share of the total beer market and the development of our range of cask beers is a key element of our growth strategy, both within Wales and across the UK," Davies said.

The brewer has also announced it will be lowering the ABV on its SA Gold beer from 4.7% to 4.3% to make it more accessible.

"We've been careful to retain the product's integrity and full flavour, but have made it even more refreshing," he added.