The Cornwall-based brewer’s revamps have been inspired by the brewery’s homeland and heritage, which includes newly designed glassware, packaging and PoS.
Brands to enjoy a revamp in the cask category include Doom Bar Amber Ale 4.0% ABV, Twin Coast Session Pale Ale 3.9% ABV and Sea Fury Special Ale 5% ABV.
Its kegged range includes Offshore Pilsner 4.8% ABV and Atlantic Pale Ale 4.5% ABV.
The designs, which draw inspiration from the dramatic landscape surrounding the brewery in Rock, Cornwall, have already started rolling out in pubs and venues across the UK.
Appeal boost to younger drinkers
The rebranding project launched as part of Sharp’s 30th anniversary celebrations in 2024 with the aim of authentically reflecting a more contemporary coastal identity and to bring cohesion to the portfolio under the Sharp’s Brewing Co trademark.
In a poll of 400 ale drinkers, the redesigns significantly boosted appeal among younger legal drinking age consumers, who described them as ‘distinctive’, ‘invigorating’, and ‘exciting’, and respondents cited a strong link to the brewer’s coastal heritage.
Existing Doom Bar drinkers included in the survey said they could still easily recognise the brand, while describing the refreshed look and feel as more modern.
Alongside the rebrand, Sharp’s, which was founded in 1994, has also launched a new and exclusive Cask Quality Club to celebrate venues that demonstrate excellence in cask beer service.
Champion cask quality
The brewer will select members after identifying qualifying outlets, with members receiving premium PoS materials such as specially designed pump clip toppers, masterbrand pump handles and access to exclusive digital training and promotional assets.
Sharp’s marketing controller James Nicholls said: “Our rebrand marks an exciting new era for Sharp’s Brewing Co and our amazing beer and cider portfolio.
“It’s a testament to the passion we have for our Cornish coastline heritage and constant innovation and sets us up perfectly to lead the cask beer category into the future.
“We’ve had overwhelmingly positive response from our consumer research, showing we’ve struck the right balance between honouring our roots while moving the brand forward.
“Meanwhile, the launch of our Cask Quality Club typifies our mission to champion the amazing qualities of cask beer across the UK. We want to reinvigorate the cask market by celebrating venues that maintain the highest standards in serving the perfect pint.”
