Jennings, the famous Lake District brewery, has officially launched its brand-new look, complete with an updated range that also includes the release of two new beers to the collection.
Synonymous with the Lakes history, Jennings has dug a bit deeper to find its inspiration behind the brand’s new look and has launched designs that showcase the areas hotbed of innovation, discovery and creation.
With a bold graphic look, the brand has stripped back from its traditional designs and produced a range of fresh, modern designs that are a nod to three historical discoveries tied to the Lakes.
These include:
- Atomic Theory (cask, 3.8% ABV) – one of the new beers to the portfolio, an IPA named after Cumbrian Scientist John Dalton who advanced the understanding on composition of matter with his Atomic Theory
- Fine Line (contemporary keg, 4.0% ABV) – the second new addition, a premium Pale Ale contemporary keg inspired by the discovery of graphite in Cumbria in the 1500’s that led to the invention of the pencil
- Night Vision renamed from ‘Jennings Bitter’ (cask, 3.5% ABV) – Distinct amber ale named after Cockermouth laying claim to be one of the first towns in Britain to have piloted electric lighting.
These three beers will sit alongside the classic Cumberland which is Jennings number one golden beer.
Gaynor Green, marketing manager for Jennings and who has worked for the brand for twenty years said: “This has been a long time coming and is true example of Jennings taking the initiative to innovate and change the ways our customers viewed the beers and the brand. We have taken the time to ensure it is done right and by showcasing the stories behind our new beer name, we are flying the flag for famous local discoveries and innovations – the Lakes have such a fascinating history, so why not re-tell the stories for a modern day consumer.”
With heritage still very much at the forefront for the brand, they have ensured that included in the designs are subtle links to the history of the picture-perfect Castle Brewery and local surrounding area. A slate-effect background seen on all pump-clips and labels gives the branding a modern and contemporary look and all of the beers are still brewed with pure Lakeland water from the brewery’s original artesian water source.
The modern new look is being supported by a range of local activity which includes an open night at the brewery with the opportunity to speak to Jeremy Pettman, Head Brewer and enjoy a free pint in the Cooperage bar.
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Editors Notes
For more information on Jennings and the rebrand, please contact Lauren Hagan at their press agency, Vital on lauren@thevitalagency.co.uk or 01926 338811.