Family-owned UK brewer Timothy Taylor’s has unveiled a “major” appearance update for its namesake brand’s portfolio and has pledged to invest GBP9m (US$12.2m) over the next five years in its brewing operations.
The new look, which the company said is Timothy Taylor’s “first major brand refresh in more than a decade”, includes an updated logo, pump clips, glassware and bottles. The brand has been given a “British racing green colour palette” and “more premium finishes”, which Timothy Taylor’s hopes will improve stand-out on bars and “attract a new generation of drinkers”.
The launch of the updated brand identity has been accompanied by a series of video posts (below) across the company’s social media channels.
The branding changes form part of Timothy Taylor’s broader “long-term investment” plans for cask ales. These include the aforementioned GBP9m investment in its brewery in Keighley, West Yorkshire, over the next five years and a GBP3m annual spend on marketing.
Global Drinks Intel has asked the brewer for more information on what the money will go towards, as well as how the marketing investment compares to previous years.
CEO Andrew Carter, who joined Timothy Taylor’s from English winemaker Chapel Down last year, said: “This refresh isn’t about changing what we brew … It’s about making sure the quality and care that go into every pint are reflected in how Timothy Taylor’s is presented today, so we’re just as relevant to the next generation of drinkers as we’ve been to the last.
“We’ll continue to invest in our brewery, our people and our pub partners because great cask beer depends on every stage of the journey, from brewing to the moment it’s poured. That commitment is every bit as important today as it’s always been.”
Earlier this year, the UK division of Damm agreed the purchase from Greene King of the Old Speckled Hen portfolio of beer brands in the country. Included in the acquisition was Old Speckled Hen, along with the mark’s low-alcohol extension, as well as Old Golden Hen, Old Crafty Hen and Old Master Hen.
