Skip to main content
16th March 2021


Award-winning premium ale showcases new look celebrating its rich history

LONDON, 15th March 2021: Fuller’s London Pride, the award-winning flagship beer of Fuller’s Griffin Brewery, is unveiling a striking new Fuller’s London Pride design for 2021. Visible across both On and Off Trade, the new brand identity will encompass a new logo, typography, glassware, pump clip and point of sale materials.

The new contemporary look takes inspiration from its heritage, long standing traditional brewing methods and craftsmanship, all centred around the message of an ‘Outstanding Amber Ale’. As one of Britain’s most iconic beers, it was vital to celebrate the history of the brand and draw on language found in the brand’s archives. The iconic Griffin still takes pride of place and new sign-style typography is reminiscent of the gilded lettering seen on windows and mirrors across London’s pubs.

The new colour palette reflects the best of the brand’s past with pure white against black, considered touches of radiant gold and a new ‘living red’. The layered London Pride word marque mirrors the layered taste profile of the liquid, while a gold key line and black tip add form and depth to the shield.  In a nod to the brand’s introduction in 1959, a 59-degree angled shadow completes the primary brand asset on pack and is extended out for dramatic impact in the wider brand world.

Brewed on the banks of the River Thames at the Griffin Brewery in Chiswick and using all British ingredients, Fuller’s London Pride remains a first choice amongst ale drinkers in London and the South East[1], with a superior rate-of-sale than key competitor ale brands[2].  The new-look design aims to bring Fuller’s London Pride to the forefront of consumer minds and generate excitement in cask ale which remains a major category at £577millon[3] in value. The category is extremely valuable to the beer market, with cask ale drinkers spending twice as much as other adult drinkers[4] and are most looking forward to returning to the on-trade[5]. Whilst in the off-trade bottled and packaged ale has increased in value by 26.8%[6] during the course of the pandemic.

Asahi UK Managing Director, Tim Clay, comments: “Fuller’s London Pride is an iconic beer and we wanted to celebrate the timeless nature of the brand in a way that will resonate with both established London Pride fans, whilst allowing new consumers to discover its exceptional quality. The new design represents an exciting next step in the long and storied journey of London Pride.  Firmly established within the Asahi portfolio, London Pride sits within an unrivalled line-up of premium brands, and we are committed to building upon its existing strength and heritage to further unleash its potential.

Bottled ale drinkers continue to be extremely valuable to the beer market, with the share of spend in the category currently highest amongst the older, more affluent demographic. Cask ale has undoubtedly suffered at the hands of the pandemic but remains at the very heart of London Pride, and we aim to be at the centre of the category’s rejuvenation and recovery following the reopening of the on-trade. At Asahi UK, we’re committed to working with our customers to champion brilliant quality, every time. We are proud to be celebrating this amazing, premium beer and look forward to supporting its future growth.”


Notes to Editors

London Pride, 4.1% ABV (cask & keg), 4.7% (bottled)

First introduced in 1959, London Pride took its name from the Latin for a flower, “Saxifraga × urbium”, that arose from the rubble in Blitz-hit areas of wartime London and thrived against all odds becoming a symbol of hope. It remains an unmistakable beer, with great depth and balance of flavour

Design agency: Outlaw

[1] Study of ale drinkers by research company Toluma, July 2019

[2] CGA L12 Data to 10/08/19

[3] CGA Data, 26.12.20

[4] Cask Report, 2019

[5] CGA 2021 Hospitality Consumer Forecast

[6] Nielsen MAT to 27.02.21

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe International and is responsible for sales, marketing and customer operations across the UK and Ireland. Asahi UK aims to enrich consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands including, Peroni Nastro Azzurro, Asahi Super Dry, Grolsch, Meantime, Dark Star, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development. For further information, visit

About Outlaw

Founded in 2018, Outlaw is a collective of designers, thinkers and writers that create disruptive design for brave brands. Based in Bristol, Outlaw proudly operates outside the expected agency mould. /

Press release from Fleet Street Communications on behalf of Asahi UK

For media enquiries please contact:

Fleet Street Communications | E:


For more information on specific activation information, operators can contact: