WH Brakspear & sons has redesigned its cask ale range as part of a new, more modern look for the brewery.
The Henley-based brewery, which unveiled its "New image, same beer" initiative last week, is the latest regional brewer to reposition its brands and image in an effort to recruit new drinkers and strengthen its position in a competitive cask ale market.
In addition to modernised pump clips for its Special and Bitter brands and a new look planned for Old ale and Mild ale, Brakspear has also redesigned its logo.
Joe Laventure, Brakspear director of sales and marketing, said: "In plain English, the idea is to help the Brakspear name and identity to stand out and to be instantly recognised by those who are already aware of Brakspears, and to be more immediately understood by those who haven't tried our products - yet. The 'face' of Brakspear is being updated but importantly the beers are absolutely as they were before."
The changes are being reinforced by a poster campaign in Brakspear's Thames Valley heartland, advertising in trade and consumer press as well as promotional material in pubs.
Brakspear is also test marketing two new concepts earmarked for national roll-out in the New Year.
A chilled version of Brakspear bitter, entitled Brakspear Chillcask is currently on trial in the brewers' newly converted bar and lounge outlets and is set to be available in March 2001. While Naturale, an organic premium packaged bottled lager brewed with 100 per cent natural English ingredients and with a 4.6 ABV, has been accredited by the Soil Association and has secured listings at Hogshead outlets.
Laventure said: "It is evident that people are increasingly keen to have organic options and demand for organic products is rising. Brakspear is keen to remain in the forefront of developments in the high quality beer arena and right now this is the way to do it."