Champion result for Tayburn
Caledonian Brewery has appointed Tayburn, to research and evolve the brand identity and packaging for Deuchars IPA, current CAMRA Champion Beer of Britain.
Deuchars IPA, is successfully distributed in the on-trade across the UK and although it has a Scottish-based heartland, sales are also very strong in the north of England.
The brand is now to appear in new formats for new outlets including the off-trade retail marketplace. A new 500ml can and 330ml bottle will compliment the on-trade draft product and 500ml bottles currently on sale in the off-trade.
One of the key challenges to Tayburn will be to address the broader brand communication issues involved in this new positioning.
David Brown, Director of Marketing for Caledonian Brewery said: “We chose Tayburn for this project because of their sound consumer insight and experience in drinks branding. The team has shown a real understanding of Deuchars and a creative sensitivity to communicate its unique character to a wider audience’’.
Stephen Crawley, Managing Director added: “We have a really excellent product with Deuchars IPA and we believe that once people get over the misconceptions about real ales and actually try the beer for themselves, they will realise what fantastic real ale products are out there.”
The new Deuchars IPA brand identity will launch in summer 2003 with the cans currently being distributed across the UK.