One of Britain’s best loved beers has been given a stylish new look to reflect the dynamic nature of the brand and the iconic plane that inspired it.
In advance of the full brand roll-out this Summer, the new Spitfire logo is making its debut at the Spitfire St Lawrence Ground Canterbury, home to Kent County Cricket Club and its T20 side the Kent Spitfires. The logo received its first public airing as it was installed on advertising hoardings around the ground this week.
Spitfire brand manager Will Upfield said: “Spitfire is a genuinely classic British brand and with such an iconic name, the new design encapsulates its spirit perfectly. I’m really pleased to share the new logo and look forward to the roll out of the entire brand family this summer.”
The new design captures the brand journey in the outline of the Spitfire soaring through the heart of the logo, its upward trajectory mirrored in the dramatic curve of the label.
Since it was conceived in 1990 as a one-off brew to mark the 50th anniversary of the Battle of Britain, Spitfire has continued to grow and evolve.
Today, Spitfire is an international success, sold in more than 40 countries, carrying a Royal Warrant and the same protected status afforded to Champagne.
In recent years the Spitfire family has grown to include Spitfire Gold, launched to mark the 75th anniversary of the Battle of Britain, and Spitfire Lager, introduced to mark the 80th anniversary of the first flight of the Spitfire.
Shepherd Neame and Spitfire enjoy a long-standing partnership with Kent County Cricket Club, and the T20 team will also be sporting the new logo on their kit from July onwards.
The full Spitfire branding will be introduced in June this year, when further images of the entire range will be issued.
ENDS
Notes to editors
Spitfire was formally launched in May 1990 as part of an RAF Benevolent Fund fundraising campaign. At the time Shepherd Neame pledged £10 from every barrel sold to the fund. By February 1991, more than £27,000 had been raised through sales of Spitfire ale. Since then in excess of £350,000 has been raised for the RAFBF through a combination of Spitfire sales, campaigns and sponsorship events. Spitfire continues to support the RAFBF and is a licensed partner of the RAF.
Spitfire has enjoyed Protected Geographical Indication (PGI) status since 2007, as Kentish Ale, brewed only with water from the artesian well beneath Shepherd Neame’s Faversham Brewery and 100% Kentish hops.
In August 2014 Spitfire was awarded a Royal Warrant from HRH the Prince of Wales.
An estimated 250 million pints of Spitfire Amber Ale have been sold to date.
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For further information please contact:
Communications Manager Benedict O’Connor on 01795 542263 boconnor2@shepherdneame.co.uk;
or visit www.shepherdneame.co.uk
/ShepherdNeame @ShepherdNeame Shepherd Neame