Old Speckled Hen’s new look will be launched into the on and off-trade this year, with a focus on the malt-forward beer’s 40-year heritage and roots.
Its octagonal font design and brand name have been retained, but the look now features a sleeker typeface and silver edging, developed to give it modern twist.
English pale ale
Old Speckled Hen’s defining characteristic of being an English pale ale has also been brought to the front of the new design and features in a larger font on the packaging.
A new glass has also been designed to reflect the octagonal shape of the main branding.
Greene King brewing and brands managing director Matt Starbuck said: “Some 90% of Old Speckled Hen is enjoyed cool and carbonated, either at home, in bottle or can format or as a keg beer in the pub.
“We’ve introduced the new branding to reflect this giving it a fresher, cleaner and more contemporary look.
“So often consumers think they either have to opt for flavour or refreshment, with little option for both at the same time,” continued Starbuck.
“Old Speckled Hen delivers on both, as a beer that is best enjoyed cold yet packed with malty characteristics. Light on hops, but full on malt, it is moreishly drinkable, in contrast to some of the challenging hop-forward beers in the market.”
The brand, according to the brewer, has grown in strength 12-fold since 2000 thanks to the personality of its mascot Henry the Fox.
“The brand is relaunching with extensive advertising and sampling featuring Henry and his witty humour, across a range of digital and outdoor formats, running from October 2019,” added Starbuck.