Colourful enlightenment with BrewDog multi-pack refresh

In April, BrewDog will start to roll out a pack update across its entire multi-pack range, to help differentiate between the various beer styles and provide stand-out on shelf.

The refresh sees the packs move from all white, to integrate the can creative of each of its beers, making them easier to differentiate in the chiller. The new packs will also provide three-word descriptors focusing on taste, along with a visual of the beer in a glass, highlighting the colour of the liquid, to help shoppers more easily select the specific beer style they want.

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“We have a mission to make everyone as passionate about great beer as we are," said Hannah Corker, Customer Marketing Manager at BrewDog plc. "However, there are so many different styles of Craft Beer to explore and discover, that it can be daunting for shoppers entering the category for the first time.

“We want to make it as simple as possible for our customers to select the beer that suits them at the point of purchase. By introducing colour to our multi-packs, they can be instantly identified and by providing taste descriptors we hope this will encourage shoppers to trial new styles, whilst also helping retailers to make recommendations to their customers.”

Packs include Punk IPA 330ml can 4, 6, 8 and 12 packs, Lost Lager 440ml can 4 and 10 packs, Hazy Jane 330ml can 4 and 12 packs, Planet Pale 330ml can 4 and 12 packs, Elvis Juice 330ml can 4 pack and Punk AF 330ml 4 pack.

As well as updating multi-pack artwork, the changes will be replicated across outer casing and shippers, to help retailers recognise the assorted styles when shopping in depot. Packs begin rolling out to wholesale from April 4, once existing stock has sold through.