Outland Craft Beer Range Gets a New Look with Renamed Beers and New Addition

Craft beer brand Outland is adopting a new, more colourful design, for the first time since its launch in 2023, to strengthen its appeal as a ‘mainstream craft’ brand.

The update sees the range of beers given distinctive names alongside a style description for each, as part of the ongoing drive to keep the brand fresh and interesting to drinkers, while also offering stability in a turbulent market.

Outland is currently stocked in Tesco, Waitrose, Sainsbury’s and Ocado, as well as being available through Amazon. The pack changes are designed to give the Outland cans more standout on shelf, and to ensure the brand continues to resonate with drinkers as the craft beer category continues to evolve.

The revamp sees West Coast IPA become Dead Reckoning, Outland New England IPA is now called East of Eden, while Tropical Pale Ale is renamed Monuriki. Roca Tierra, a Spanish style lager, is a new addition to the range.

There is a wider use of colour on pack, with the monochrome palette replaced by style-specific colourways over the whole can. The natural, outdoors-inspired graphics are retained, as is the roundel bearing beer style and ABV. The cans also carry simple taste guidance – Fruity, Juicy and Smooth for East of Eden, for example.

The redesign follows major research to understand how beer drinkers view Outland, and what changes would enhance its appeal, with the focus on mainstream drinkers who include craft brands within their repertoire. The new beer names and design were applauded in research, with drinkers describing the cans as “cool, vibrant and artistic”.

Giles Mountford, Head of Brand Marketing, said: “Since launching Outland, we have regularly introduced new variants to keep the lineup fluid and interesting, in line with the expectations of craft beer drinkers.

“In terms of design, we recognised that three years is a long time in the fast-moving craft beer sector, so instigated this review. The refreshed, colourful cans are more impactful, more aligned with consumer expectations of the category and better communicate the beers’ craft credentials and taste.

“The research confirmed that Outland had a number of positives for consumers: the design elements reflecting nature and the outdoors, the accessible taste guidance, the ‘grown up’ feel compared to some other craft brands, and the fact that the beers are brewed by an independent brewer with a heritage dating back to 1777, rather than a ‘craft brewer’ owned by a global drinks producer. We’ve been careful therefore not to throw the baby out with the bathwater in the redesign!

“Given the uncertainty caused by a wave of consolidation and closures in the craft brewing sector, the stability of Hall & Woodhouse enables us to offer the core products that consumers want from craft beers while giving them complete reassurance that the brand isn’t going anywhere.”

Originally launched with three variants, the Outland range now comprises 11 styles across cans and keg, with some rotated seasonally. Some new Outland beers are initially available exclusively on keg in Hall & Woodhouse pubs, with Outland Roca Tierra Spanish-style lager currently performing well in the on-trade.

For more information on Outland, visit: www.badgerbeers.com/our-beers

Notes to Editors

• Outland was launched in April 2023 by Badger Brewery, giving the independent family brewer, based in Dorset, a presence in the craft beer sector to complement their success in the Premium Bottled Ale (PBA) category.

• As a ‘mainstream’ craft brand, Outland offers the on-trend flavours and pack design cues seen in the sector, while being more accessible than many craft beers, giving it strong appeal to new or light craft drinkers.

• Outland secured distribution with three out of the ‘Big 5’ grocers within a year of launch and is now available in 2,200 stores nationwide.

• Awards: Finalist, Grocer Gold Awards 2024 (Drinks Brand of the Year); Supreme Champion, 2023 International Beer Challenge Design & Packaging Awards; World Beer Awards 2024: Outland Ginger Pale Ale won Gold and Country Winner in Flavoured Beer; Milk Stout and West Coast IPA won Silver and Bronze medals respectively.

For more information:

John Porter: john@shielporter.com | Tel: 07734 054389

Ros Shiel: ros@shielporter.com | Tel: 07841 694137

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