The Bedfordshire-based family brewer has unveiled a new shield for the beer, which will be rolled out across pump clips and bottles from April. There is also a new font and can design lined up for Bombardier Glorious English.
Charles Wells said the new look reflects the evolution of the beer with a more contemporary design, incorporates Bombardier’s links with cricket and rugby and provides an overall brand logo which paves the way to include more variants to the range in future.
It added that two thirds of drinkers asked said the new design would make them likely to try the beer and 87% said it stands out on the bar.
The brewer has also instated Bombardier Burning Gold as a permanent cask variant in the range and the beer will feature heavily as part of the new marketing campaign, alongside the original Bombardier Glorious English.
'Fresher and more modern'
Emily Hudson, marketing manager at Charles Wells Brewery, said: “Bombardier Burning Gold in cask really made its mark as a guest ale and has been so incredibly popular we had to make it a permanent fixture standing side by side with the original Bombardier.
“We have some big news on the horizon for Bombardier, and have readied the beer range with a brand new look to prepare for its charge into a new era. The new branding is not only much fresher and more modern, it has undeniable stand out on bar and drinkers, both Bombardier fans and those who hadn’t tried the beer before, gave the design their resounding approval”.
To drum up excitement for the campaign, Charles Wells has introduced the hashtags #NewCommand and #ReadyForInspection on social media, asking drinkers to nominate pubs serving the best pint of Bombardier to be awarded a Bombardier Shield of Excellence.
The Bombardier bus will also be back out across the country from St George’s Day and throughout the summer supporting beer festivals, and as part of the brand’s sponsorships of the Bunbury Cricket Club and the Davidstow Village Cup.