The brand had become “tired” and “indistinct” in an increasingly crowded category featuring local and microbreweries, said marketing manager Chris Keating.
Consumer research also revealed some confusion with the brand, with people failing to recognise its best-selling Best Bitter brand but knowing its Old Thumper beer, even though this was the brew that sold the least in the portfolio.
Following feedback, Old Thumper has now been reduced from 5.6% ABV to 5.1% ABV to make the flagship beer more accessible. The other beers in the portfolio — Boondoggle, Fortyniner and Best Bitter — will remain the same.
The new look takes inspiration from microbreweries and aims to remind drinkers of the pleasure of a relaxing pint in the countryside.
As well as a new design, a new strapline Visit The Winding Downs, has replaced the old slogan, Beer From The Heart Of The New Forest, although the Hampshire hog character that the brewery is known for remains.
“This is the most radical change to the Ringwood brand in the past seven years,” said Keating. “We wanted to make the most of the brewery’s Hampshire location and roots.”
The next stage for the brand will be a marketing campaign that will promote the changes.