New modern look for Young’s beers

The core Young’s beer range — Bitter, London Gold and Special — will all get the new look, which the brewer has described as “quirky, contemporary and vintage with a nod to tradition”, this August right across its draught offer.

A new bottle design for both the on and off-trade will follow later this year.

“The redesign for our core Young’s beers was very much about evolution rather than revolution,” said Phil Toms, director of brands.

“In an extremely competitive market we needed to modernise and rejuvenate the brand to ensure it is still relevant to the modern drinker, while retaining all the charm and appeal of Young’s brewing heritage, which is important to its loyal fan base.”

Distinctive​

The new product badges are shaped like a luggage tag, which tie onto beer handpulls rather than clip on, in a bid to make them more distinctive in what has become a crowded part of the front bar.

Advertising is in the pipeline for this coming autumn to promote the new look, which will build on the Original Social Network campaign that was launched last September and marked the first marketing push for the brand in three years.

“We are really excited about what the new look will mean for Young’s beers,” said Toms.

Two months ago, a new look was also unveiled for the 125 pubs in the Young’s managed estate.