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“BEYOND A COOL CAN DESIGN”… FOURPURE BREWING CO. IS REIMAGINING CRAFT THROUGH STRIPPED-BACK REBRAND

Bermondsey-based Fourpure Brewing Co. has unveiled a sleek rebrand aimed to make craft beer easier to navigate, simplifying its range of straight up tasty beers. The refreshing new look reflects the brewery’s longstanding simple approach to brewing and aims to be less daunting to craft curious consumers, stripping back the enigma for the everyman.

Since 2013, Fourpure has grown to become one of the UK’s leading craft brewers, producing high quality beer using four simple ingredients – hops, yeast, malts and water – in line with its namesake. As the craft industry becomes increasingly complex, Fourpure is challenging the status quo with its new look that is straightforward in every aspect and designed to remind consumers what good beer used to be… simple.

The rebrand, that will roll out over the coming months, involves clear-cut packaging with no-nonsense product names like ‘Lager’ and ‘IPA’ designed to be easy to navigate for all drinkers, whether they are familiar with craft beer or not. Alongside this refreshed new look, the brewery’s communications will be short, sweet and wryly playful – poking fun and pointing out the absurdities of complex craft beer. The brand’s new marketing strategy aims to build a more personal and light-hearted connection with consumers, welcoming them in to discover the range of flavors and beer styles.

Adrian Mooney, Marketing Director at Lion Little World commented: “As the craft beer industry continues to be as weird and wonderful as possible, we’ve decided to take a step back and create a look that reflects our attitude to brewing – simple and effective. It’s no secret that growth in the UK craft beer market has started to slow and the reason is quite simple… it’s not very accessible. Fourpure’s rebrand is a mission statement that we don’t want craft beer to be shrouded in mystery and endless acronyms, meaning your average Joe doesn’t have a clue what to pick up on a supermarket shelf.

Mooney continues: “The rebrand goes beyond a cool new can design, we’ve done a huge amount of research to identify barriers to purchase and this reset will allow Fourpure to bring new people into the category who’ve previously been turned off or scared away by its complexity. We’re still making the same seriously tasty beer and have been since day one and with Brewmaster John Dreibergen at the helm, we’re really excited about the opportunity to put it in the hands of more consumers.”

The rebrand will launch alongside a new marketing campaign reflecting Fourpure’s fresh positioning. The brand will be running a virtual comedy campaign on social media to tap into its playful and no-nonsense communications. The #STANDUPFORBEER beer campaign will see the brewery supporting its on-trade customers by hosting a Fourpure Presents… comedy tour that will take place at five venues across London (including the brewery’s taproom) and the South East, helping the comedy community get back on stage after the pandemic. It will also see fans of the brand be able to take part in a social media competition, where they can submit their best one-liners, with the chance to win a year’s supply of Fourpure beer.

-ENDS-

About Lion Little World:

Launched in 2020, Lion Little World is Lion Australia’s global craft arm and represents a strong portfolio of craft beer brands in the UK market, including Fourpure, Magic Rock, Australia’s Little Creatures and more recently US brand New Belgium Brewing.

This UK-based arm of Lion’s Australian brewing business is spearheaded by Managing Director of Lion Little World, Gordon Treanor. With more than 20 years’ experience in beer, most recently heading up Lion’s craft portfolio in Australia, Treanor brings a wealth of knowledge from the dynamic Antipodean market that he hopes to translate into the rapidly growing UK craft sector.

London’s Bermondsey-based Fourpure and Huddersfield-based Magic Rock lead the charge with national distribution through leading retailers and a strong portfolio of core and seasonal products. The pair have been at the forefront of the craft beer scene since 2013 and 2011 respectively.


Press release from Storm Communications on behalf of Fourpure

Contact: Ollie Baker / Jemma Wythe

Storm Communications

Tel: 020 7240 2444

Email: llwb@stormcom.co.uk

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