The new bottles of Tribute, Korev and Proper Job will start appearing first, followed by the rest of the permanent beers in St Austell’s range in the coming weeks.
As well as changes to the labels to celebrate the brewery’s heritage, the beers are in new shaped 500ml bottles, designed specifically for the brewery. The bottle is taller, and the words ‘St Austell’ are embossed around the neck.
Nod to its roots
St Austell Brewery marketing and communications director Jeremy Mitchell said: “In a nod back to St Austell Brewery’s roots, the new bottles draw inspiration from the company’s earliest brewing days.
"Historic embossed bottles, discovered in the archives, helped inspire the new-look range. The new bottles celebrate our history at the same time as carrying bold contemporary characteristics.”
Mitchell added: “We’re absolutely delighted with the new look and hope beer drinkers will enjoy discovering the bottles in their new guise as they start appearing in supermarkets and pubs.”
'Fiercely proud'
The bottles were designed by Brighton-based CookChick. The company director Lee Cook said he was thrilled with the end result of the redesign.
“This has been a really great project for us to be involved with,” he said. “St Austell Brewery is fiercely proud of its Cornish origins and brewing history – and quite rightly so. Our approach was to galvanise this knowledge and integrity and bring out a more innovative approach on the new labels. We’re thrilled with the end result,”
The new bottles have already begun to appear on supermarket shelves and in pub fridges across the country.
St Austell Brewery, which is still family-owned and run, is Cornwall’s largest independent brewery and one of the county’s oldest businesses and was founded in 1851.