Independent brewer Badger Beers has undergone a rebrand, with new designs across its bottled ale range set to appear from August.

Initially, seven of the supplier’s top-selling ales – Master Stoat, Hopping Hare, Blandford Fly, Cranborne Poacher, Fursty Ferret, Golden Champion and Tangle Foot – will feature the new design.

The new designs feature an illustration of a wildlife character above a clear, brief taste description. They will be followed by more lines, including two multipacks.

The rebranding comes following a review of the Badger range and consumer research by IGD, which led to the launch of the Outland sub-brand of canned craft beers.

According to the supplier, it intends to tackle obstacles facing entry to the premium bottled ale (PBA) category, such as old-fashioned imagery and difficulty to navigate.

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Giles Mountford, drinks marketing manager at Badger Beers, said: “One of the takeaways from our research was that the PBA shelf was a sea of similar looking bottles. Our new bottles feature a harvest mouse in a tracksuit, a boxing hare and a stoat pouring coffee, so we’re certainly adding distinctiveness, innovation and interest.

“Importantly, the designs are unique to Badger, rooted in our Dorset brewing heritage, but with a contemporary twist. So, while we’ve gone more vibrant and quirky to meet the expectations of the new generation of ale drinker we’re aiming to attract, we also have real authenticity underpinning the new look.

“Making dramatic changes to a brand of Badger’s size and popularity is not without risk. However, with the PBA category in decline, now feels like the right time for bold action and as one of the leading players in the category, we’re leading the charge!  By reshaping the Badger PBA brand, we hope to not only increase our sales, but to transform the category, particularly if other brewers follow our example and evolve their own brands to offer something that attracts new drinkers from across the beer market.”

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