Wirral’s innovative Peerless Brewing Company has rebranded its beer range with a striking new look as it drives forward sales and rolls out new beers.
The initiative comes soon after the award winning Birkenhead brewery doubled brewing capacity with investment in a modern, energy efficient, brew plant – capable of producing 120 brewer’s barrels-a-week (more than 34,000 pints).
The new branding – created by the Zircom agency of Prenton – reflects the seafaring and shipbuilding heritage of the town, with a strong anchor image printed against a red background over the beer name. Below this there’s a short description of the brew with the clearly marked strength on a sea-blue backdrop. Wirral Council assisted the brewery and branding investment with a Business Growth Grant.
Supporting the new branding initiative, new brew Peerless Gold (4.4%abv) has been rolled to strengthen the product portfolio. It replaces Viking Gold and promises ‘golden ale brewed with Admiral, Cascade and Columbus hops for good hop bitterness and citrus notes’
Also, last month Peerless rolled out its Storr lager in keg dispense to grow business with outlets that don’t wish to keep cask ale. An authentic, straw coloured, Munich style lager, Storr is brewed with a famous German lager yeast strain and undergoes cold maturation for several weeks.
Sales have spiralled at some 30 per cent year-on-year at the six year old Pool Street brewery. Last year Peerless was hailed as a top North West brewer in the region’s toughest beer challenge – the SIBA NW Beer Competition – scooping five top accolades, including two gold medals.
Peerless founder and managing director Steve Briscoe said: “After six years successfully building business and our recent major investment in a new plant we now have this distinctive new identity.
“It gives a nod to the town’s history and should deliver stronger bar presence to boost business in an ever tougher market, where new brewers start up every month and more than 20 pubs close each week. Beer drinkers often choose their beer in seconds and wish to know the type and strength. This means instant brand recognition is essential for healthy sales and we have bolstered this by making the style and strength very clear.
“We have also broadened our core range with the new Gold cask ale and Storr keg lager to make our brand portfolio even more appealing to both publicans and their customers.”
Peerless currently supplies free trade customers throughout Merseyside, Cheshire and Greater Manchester and reaches national pub company outlets under the SIBA Direct Delivery Scheme as it grows business with national pub companies.
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Photograph: Peerless MD Steve Briscoe (left) unveils the new brand with Dan Burns of Zircom, Robert Hough from Liverpool Enterprise Partnership, Luke McConkey, Zircom, and leader of Wirral Council Cllr Phil Davies.
Notes to editors: Wirral Council leader Cllr Phil Davies said: “Peerless is a great example and the Business Growth Grant has enabled them to become more efficient, secure new jobs and ultimately distribute their beer to more pubs and shops across the North West.”
Peerless award winning ales include:
Peerless Pale (3.8%), Red Rocks (5%abv), Triple Blond (4.1%abv), Hilbre Gold (4.5%abv), Dark Arts (4.1%abv), and strong ale Full Whack (6%abv) in the core ale portfolio. Jinja Ninja (4%abv) was first brewed in 2011 as speciality ale with root ginger and chillies for and was at the SIBA National Brewing Awards 2012 it was voted Champion Bottled Speciality Beer
For further media information contact, photographs or interviews contact: Steve Hobman, Rhino Public Relations: 07751 578605