BrewDog is set to roll out a pack update across its multipack range to help differentiate between its various beer styles and provide on-shelf standout.

The refresh sees the packs change from all white to integrate the can design of the beers within. They also will feature three-word descriptors focusing on taste with a visual of the beer in a glass.

This highlights the colour of the liquid and helps shoppers more easily select the specific beer style they want.

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The new packs begin rolling out to wholesale on 4 April. BrewDog is also changing the design across outer casing and shippers to help retailers recognise the styles when shopping in depots.

Hannah Corker, customer marketing manager at BrewDog, said: “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 multipacks, 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.”

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