Rebrand to boost Landlord's stablemates

Timothy Taylor has banished its traditional yellow and cream pump clip house colours on all but its flagship brew, Landlord, as part of a major rebrand of its cask ales.

The West Yorkshire-based company is well known for its best-selling pale ale, Landlord ­ Madonna's favourite tipple ­ which will retain the traditional yellow and cream colours. But other beers will now have their own branding to help them stand out on the bar top.

Best Bitter, Golden Best, Dark Mild and Ram Tam, will now all be marketed in different coloured logos.

The re-launch will also see a promotion and marketing initiative using a light-hearted advertising campaign based on the theme of a newspaper personal column. The campaign seeks to match the unique characteristics and personality of each beer with its ideal drinking partner.

The promotion will include new posters, dripmats and point-of-sale material, with special discounts also available to customers for a limited period.

Managing director Charles Dent said the Perfect Partners promotion was designed to encourage drinkers to try other beers in the brewery portfolio.

"While Landlord remains our best-known beer we felt other brands deserved to benefit from a new approach," he said.

"These are also award-winning ales in their own right butperhaps not as well known, so we hope this initiative will encourage drinkers to try them."