Ian Bray, managing director of The Fuller’s Beer Company, said: “The very first new-look bottles of London Pride came off the line recently and are beginning to make their way out into the trade. We think they look fantastic and our customers and consumers should begin to see them appear on the shelves of supermarkets, off licences and pubs by early May.
“The first thing you will notice is the shape. We have changed to a sleeker, taller-looking design, although it is actually only 1mm taller than the old bottle. The label has been placed higher up to ensure that the brand stands head and shoulders above our competitors."
The bottle also includes an embossed outline of the River Thames.
Bray said the decision to change the existing bottle was not taken lightly, as it had done a "fantastic job" for the company in its current guise for around 20 years.
Fuller's has produced a short video explaining the change.
Bray added that with single bottle purchases the largest sales format in the off-trade, stand-out on shelf has become critically important.
“To that end, we have also taken the opportunity to refresh the London Pride label, with a more modern look which will eventually translate into other pack formats, including draught. The London Pride badge is instantly recognisable to beer drinkers around the world so this new evolution retains all of the most important elements, including the shape of the shield.
"New labels have also been created for our entire portfolio of Premium Bottled Ales so look out for the new-look Fuller’s bottle range in the coming months.”