Bath Ales unveils new packaging as major brewery project edges closer to completion
Ahead of its multi-million-pound new brewery opening in May this year, Bath Ales has unveiled new-look bottles. The west country brewer will start to roll-out striking new designs across its permanent range of bottled beers from this month (April 2018)
The range will carry a vibrant new colour palette to further enhance Bath Ales’ much-loved qualities. The brand’s iconic ‘leaping’ hare will remain a key feature on the new-look labels which will sit on taller 500ml bottles.
New Bath Ales Lansdown IPA (aptly named after Lansdown Hill which overlooks Bath) will be the first in the portfolio to launch in the new bottle livery. Thanks to five hop varieties the West Coast IPA boasts a big flavour profile. Amber-coloured Lansdown (5% ABV) has notes of tropical fruit, lime zest and pine forest. The new beer will launch into Tesco from early April.
Bath Ales’ flagship beer, Gem, will follow in its new-look bottle from May along with other bottled beers in the core range – including Wild Hare and Golden Hare.
In the same month, Bath Ales will open its new state-of-the-art brew house. Hare Brewery is opening on the site of the west country brewer’s head office in Warmley, between Bath and Bristol.
Darren James, senior brewer, Bath Ales said: “In honour of our west country roots, the new-look bottles are inspired by the unique and wonderful city that gives our brewery its name. We hope our loyal beer drinkers will enjoy discovering the bottles in their new guise as they gradually start appearing in supermarkets and pub fridges.”
In addition to the bottle refresh, Bath Ales will also be launching a new website. Due to launch in early April the site will showcase Bath Ales’ growing beer range, the state-of-the-art new brewery and its pub collection.
For more information, visit www.bathales.com.
ENDS
9th, April
Notes to editors
Photography: The new-look Bath Ales bottles.
More about Bath Ales:
Bath Ales is the brewer of a distinctive range of premium, authentic and inventive beers for the discerning drinker. From its west country base, Bath Ales brews a range of consistently superior and well-crafted quality beers.
Founded in 1995, Bath Ales’ new chapter began in July 2016, when it was acquired by St Austell Brewery – one of only 28 independent, family-owned brewers in the country.
St Austell Brewery, established in 1851 – and one of Cornwall’s oldest businesses – committed to investing in a new brewery at Bath Ales – in early 2017.
The new brew house, Hare Brewery, will open on May 15 this year. Home to some of the most sophisticated and technically-advanced brewing and bottling facilities in the south west, the new brewery will have the capacity to create more than 14.5 million pints.
Brewing capacity will double, and give Bath Ales the chance to produce new beers to complement its existing and range. As well as Lansdown IPA, Sulis, a new premium English lager, is also launching in 330ml cans in Tesco in April and to the on trade on draught from mid-May.
Bath Ales beers are available in supermarkets nationwide and in pubs across the country.
For more information please contact:
Megan Hocking, press officer: hockingm@staustellbrewery.co.uk
01726 218920 / 07970 379690