The new cans are already starting to hit the fridges of UK pubs and supermarkets, and are aimed at updating the brand’s identity with a more eye-catching style.
The new-look range features a creative representation of the brewery’s ‘brewed and canned in London’ message as well as enlarged descriptors that give beer drinkers a better chance of finding the styles they prefer.
Fourpure co-founder Daniel Lowe said that provenance was the key message the rebrand was designed to reinforce.
“Provenance is increasingly becoming a key factor in the purchasing decision for beer drinkers so we wanted to make it clear that we still brew and can in London, our home,” he said.
“Beer drinkers are increasingly knowledgeable with regards to the different flavours across beer styles – we wanted to reflect this in our new-style descriptors and tasting notes, and crucially make craft beer more accessible to new audiences.”
Fourpure was the first brewery in the UK with a full flagship range of beers in cans, and the packaging method continues to be central to the brewery’s business model. It is currently in the middle of an ongoing expansion to increase capacity by 300%.
The brewery boasts a fully automated 12,000-tins-per-hour canning line combined with a versatile packaging line and sensory lab.
In an interview with The Morning Advertiser (MA) in August, head brewer John Driebergen said that the £2m invested this year would take the brewery “to the next level” by giving his brewing team “far greater control over every brewing parameter”.
“We’re always keen on making that next investment that will take us to the next level as a brewery,” he said. “We’re currently operating on a way higher technical level than we ought to be for our capacity."
Driebergen also told MA pubs and bars should invest in training their staff and improve hygiene standards in order to boost sales of craft beer.
“Ultimately, if the customer has a bad experience drinking a beer, most of the time the problem won’t be the beer, it will be the hygiene of the pub,” he said. “But the drinker will blame the brewery and that will affect a pub's greater sale of craft beer and it will lose customers.”