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11th September 2018


St Austell brewer Anthony Plum

St Austell Brewery’s best-selling IPA, Proper Job, is this month unveiling its new brand identity and biggest ever marketing campaign.

Designed to bring to life Proper Job’s strong provenance and taste credentials the campaign, commissioned through marketing agency TMW Unlimited, will communicate the beer’s new proposition – Make It a Proper IPA. The beer’s refreshed brand identity has been designed with a wider audience in mind – particularly the 25-34-year-old demographic.

The new campaign will be supported by advertising and point of sale featuring a St Austell brewer and a real brand ambassador – selected from a pool of national Proper Job consumer champions. Cornish chef Jack Stein, the son of celebrated chef Rick, has also been appointed as a celebrity brand ambassador for the campaign. He will create content for its marketing channels, including social media posts and live events, to enhance the beer’s ‘foodie’ credentials.

Proper Job was launched in 2008 and has become a smash hit for St Austell Brewery, becoming the UK’s best-selling bottled-conditioned beer in supermarkets and the independent and family-owned brewer’s best-selling export brand. Proper Job, one of the brewery’s flagship brands, is also one of the leading English beers in France.

Jeremy Mitchell, Marketing & Communications director, St Austell Brewery, said: “In the ten years since its launch, Proper Job has attracted a passionate following of discerning beer drinkers. Now it’s time for us to let a wider demographic experience the pleasures of a proper IPA – and the new campaign is a properly good way of doing it.”

Core campaign assets will be rolled out by the in-house design team at St Austell Brewery across multiple channels from social to beer mats, including regional outdoor, events, on and off-trade activity.”


For further information, please contact press officer Megan Hocking: / 01726 218 920


About St Austell Brewery:

St Austell Brewery has been brewing beer in Cornwall since 1851. Fast forward 167 years and while traditional brewing techniques remain, innovation, passion and craftsmanship continue to evolve. 

Expertly brewed, bottled and barrelled in Cornwall, St Austell Brewery’s range of award-winning beers exert flavour and character – crafting fine beers continues to be at the forefront of the independent family company.

Best known for Tribute Cornish Pale Ale, from its original site in St Austell, the brewery makes its quality beers in some of the most advanced facilities in the country.

The skilled brewing team brings together the very best Cornish ingredients wherever possible – at the helm is Roger Ryman. Partnerships with local barley growers, together with relationships with specialist hop growers across the world, keeps St Austell Brewery brewing up new flavours and beer styles. 

Alongside St Austell Brewery’s well-known family of beer brands, a calendar of new and individual brews – and Small Batch Brewery – firmly fixes the award-winning brewer at the forefront of the British brewing industry. State of the art facilities co-exist with a deep-rooted Cornish heritage.

As well as its range of celebrated and award-winning Cornish beers, the company also owns more than 170 pubs, inns and hotels across the south west. St Austell Brewery’s beers are in supermarkets and bars across the region and nationwide.

St Austell Brewery acquired Bath Ales in July 2016. In addition to its pubs, the deal included The Bath Ales brewery, which is situated between Bath and Bristol, its portfolio of beer brands and its pub estate.