News: December 2009

Nottinghamshire brewery Springhead is revamping its beer branding to make it more accessible to a younger market.

Springhead was founded in 1991 and, from the start, adopted the English Civil War as a theme for its products. Its most successful beer, Roaring Meg, for instance, is named after a giant cannon used in the siege of Goodrich Castle, Monmouthshire, in 1646.

Now the Civil War connections are being toned down in favour of a more modern approach that will appeal to drinkers in the 20–30+ age group, but, it is hoped, without alienating established, older customers. The new imagery will be applied to both bottle labels and pump clips. The new pumpclips will also include descriptions of beers in ‘layman’s’ words.

The re-branding is part of a wider investment in the business that has seen former Greene King executive Phil Owen installed to spearhead the brewery’s sales strategy.