PBA redesign delivers sales uplift
Fifteen months on from a dramatic redesign of its Premium Bottled Ales (PBAs), independent family brewer Badger Brewery has seen a 50% uplift in sales, driven by more frequent and larger purchases and new drinkers choosing the brand.
In the 12 weeks to 29 September 2024, volume sales of Badger PBAs grew by 51.6% compared to the same period in 2023 (Kantar), and against a 10% decline for the overall PBA category. Over the 12-week period the number of shopping trips where Badger ales were purchased increased by 12%, and consumers bought on average 37% more beer on those trips. The brand also expanded its reach, with 231,000 consumers buying Badger ales – an increase of 10%.
The Badger PBA range was relaunched in September 2023, following a comprehensive review of the Badger portfolio and in-depth consumer research by IGD, with an ambition to both revive the brand and provide a shot in the arm to the ailing PBA category. New, vibrant designs were introduced, featuring illustrations of wildlife characters from the brewer’s Dorset homeland, giving them real stand out on the PBA fixture. Clearer on-pack taste guidance helps consumers to make a purchase.
Giles Mountford, head of brand marketing for Badger Brewery, said: “Making root and branch changes to a much-loved brand like Badger wasn’t done lightly, but with the PBA category in long-term decline, we felt bold action was needed.
“The relaunch was anchored in consumer research. They told us the PBA sector was a ‘sea’ of similar-looking, old-fashioned labels without clear taste guidance, so we tackled that head on in the redesign. They also told us authenticity was important, so the characters on the bottles weren’t fabricated for the relaunch, they’ve always been part of the Badger story.
“By giving the beers a more contemporary feel, we’ve been able to capture some of the many consumers who drink across both the craft and PBA categories, but we’ve also retained our loyal Badger drinkers, many of whom are now purchasing more of their favourite beer.”
The relaunched PBA range features eight beers, each with its own quirky wildlife character, including a boxing hare and a stoat pouring coffee, which appears on Master Stoat. Launched at the same time as the range redesign, Master Stoat is riding the wave of the stout boom and enjoying impressive sales growth: volumes were up by 28% in the 4 weeks to 1 December 2024, compared to 4 weeks to end January in the same year.
Mountford added: “Although the PBA category overall is still in decline, the growth of Badger within it shows that a new approach can buck the trend. While we’ve seen some commoditisation with the category, we believe there is still value in it, hence our significant investment. If other brewers now start to evolve their own brands, we could see a renewal of the PBA category.”
For more information see www.badgerbeers.com/our-beers/
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Issued on behalf of:Badger Brewery
By:ShielPorter Communications
For further information:
Ros Shiel:ros@shielporter.com / 07841 694137
John Porter:john@shielporter.com / 07734 054389
Notes to editor
- Badger Beers have been brewed in Blandford, Dorset since 1777 by independent regional family brewers, Hall & Woodhouse, who also own around 180 pubs across the south of England. The business is now under the stewardship of the seventh and eighth generations of the Woodhouse family.
- The Badger range of characterful, award-winning packaged beers have widespread, nationa
l distribution, with listings in all major supermarkets and in thousands of independent grocery and specialist drinks stores, as well as with leading wholesalers and cash & carry outlets. - The Badger premium bottled ale (PBA) range includes well-known names such as Golden Champion, Fursty Ferret and Tangle Foot. In September 2023, Badger launched vibrant new designs for its PBAs, with each beer featuring an illustration of a wildlife character – including a mouse, ferret and hare – above a clear, brief taste description.
- In April 2023, Badger launched a range of craft beers under the new Outland brand. The range now includes eight variants, packaged in 440ml cans. Outland was developed to offer the interesting, innovative flavours associated with craft beers, presented in a way that also appeals to more mainstream beer drinkers.
- Badger Beers have won an impressive number of awards in UK and international beer competitions over the years. In 2024, Outland was a finalist in the Grocer Gold Awards, and in 2023 was named Supreme Champion, Pack Design, in the International Beer Challenge. Badger took eight medals in the World Beer Awards 2024 across its PBA and Outland ranges, including a Country Winner medal for Outland Ginger Pale Ale.
For further information:
Ros Shiel:ros@shielporter.com / 07841 694137
John Porter:john@shielporter.com / 07734 054389
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