Britain’s oldest brewer unveils an updated, eye-catching look for its award-winning Classic Collection

Independent family brewer Shepherd Neame has unveiled a contemporary new look for its Classic Collection of premium bottled ales.

The award-winning trio - India Pale Ale, 1698 and Double Stout - has been updated as part of the Faversham-based brewery’s ongoing investment in its beer portfolio.

A decade after the collection was last refreshed in 2016, Shepherd Neame has teamed up with global creative partner, Thirst, to deliver distinctive new labelling, celebrating the character and heritage of these much-loved beers while making them more relevant and appealing to the modern drinker.

India Pale Ale (6.1% ABV), is a deep golden ale with spiced fruit notes and a distinctive, hoppy bitterness. Its label now features a vibrant colour palette, with eye-catching purple at its heart, along with bespoke typography inspired by Indian block printing to reference the beer’s origins. Characterful brand assets, tasting notes and bespoke descriptions further bring the beer’s personality to life.

First brewed in 1998 to celebrate Shepherd Neame's tercentenary, 1698 is a copper-bronze Kentish Strong Ale (6.5% ABV). Thrice-hopped during the brewing process, the bottle-conditioned ale also boasts notes of liquorice, caramel and spicy orange. Its formerly monochrome label now features two rich tones of red, adding warmth and depth, while enlarged typography gives the beer greater standout on shelf.

Crafted using a blend of four different malts, Double Stout (5.2% ABV) is a black, velvety-smooth beer with cocoa and coffee notes. Its label retains the distinctive black, white and gold colour palette associated with the stout category, while introducing new imagery of two brewers rolling barrels, inspired by original heritage artwork. Bespoke, impactful typography completes the refreshed design.

Shepherd Neame Chief Executive Jonathan Neame said: “We are pleased to unveil a new look for our popular Classic Collection, as part of ongoing investment in our beer portfolio.

“Reimagining the look of beers which are so well-loved without losing their character was always going to be a significant challenge. We are delighted with the finished results, which we believe will be welcomed by the collection’s long-standing fans while also attracting and engaging a new audience.”

Matt Burns, Executive Creative Director and Co-Founder at Thirst, said: “Traditional British ale has incredible substance, depth and brewing excellence, but the way it shows up doesn’t always communicate that. There’s a real opportunity to make premium bottled ale feel more attractive, interesting and relevant to a new generation of drinkers.

“Shepherd Neame has centuries of brewing expertise and a story few breweries can claim, so our role was to give that heritage the confidence and presence it deserves today. This work is about helping people rediscover what makes these beers distinctive and giving them a reason to engage with the category again.”

Find out more at www.shepherdneame.co.uk/beers/classic-collection

About Shepherd Neame

Shepherd Neame has been based in the market town of Faversham, Kent for over 300 years. Perhaps best known for great British classic ales such as Spitfire Amber, which carries the Royal Warrant, its diverse portfolio includes the Bear Island and Whitstable Bay collections. It also brews international lagers under licence including premium Thai lager Singha. The independent family business boasts an award-winning visitor centre and 286 pubs and hotels throughout London and the South East, from the historic heart of the City to the Kent coastline.

Shepherd Neame is not responsible for the content on third party websites.

Notes to editors

Recent Classic Collection award wins include:

2026: International Brewing Awards: 1698 – Silver Medal in the Smallpack Ale - Class 4 category (ABV range 5.5%-6.9%)

2025: World Beer Awards: 1698 named England Country Winner

2024: Great British Food Awards: Gold medal - Double Stout

2024: World Beer Awards: 1698 (over 5.5% category) World’s Best Bitter; India Pale Ale (6.1% ABV) - gold medal and Country Winner for England in the English Style IPA category; Double Stout (5.2% ABV) – silver medal in the Porters & Stout – Stout category

For more information:

For further information please contact Shepherd Neame Communications Manager Angela Cole on 01795 542142 or email acole@shepherdneame.co.uk or visit www.shepherdneame.co.uk

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