Wadworth 'transforms' beer bottle range

By Nikkie Sutton

- Last updated on GMT

New look: Wadworth has revealed the new bottle designs
New look: Wadworth has revealed the new bottle designs

Related tags Beer Wadworth

Pub operator and brewer Wadworth has unveiled a new look for its bottled beer range after the relaunch of its flagship 6X ale.

The rebrand will see all seven of Wadworth's bottled range, including 6X, gluten-free ale 6X Gold and golden ale Horizon, revamped with a new look and branded to EU labelling guidelines, making them available to export to 11 countries.

The bottles have been updated with modern, colourful labels while keeping the general feel of Wadworth’s heritage.

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Old Cool is the New Cool

The marketing campaign, dubbed ‘Old Cool is the New Cool',​ aimed to strengthen the brand’s traditional older male audience but also to introduce it to a new generation.

Wadworth head of marketing and communications Elaine Beckett outlined the redesign and how its history affected the new look.

She said: “There has been a great sense of anticipation about the new bottled beer design at Wadworth and we are excited to see how retailers and consumers react to the modern redesign."

More than a century of experience

Beckett added: “Wadworth is an energetic and forward-thinking brand and it is important our beers reflect this.

“We have more than 100 years of knowledge and experience in craft brewing and have always moved with the times while retaining our brand heritage.

“The new look and feel is reflective of our status as a genuine original craft brewer that continues to cater for our original beer drinkers, but looks to target an emerging market of younger beer drinkers.”

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