Rebrand delivers 60% sales increase at Westcountry brewery
Cleeves Palmer, sales and marketing director at Palmers Brewery
Dorset-based Palmers Brewery has seen sales of its traditional, bottled ginger beer brand soar following a successful rebrand.
Sales increased by up to 60% after the new look branding was created by South Devon design agency, Logo Marketing & Design.
Palmers, a family owned brewery with more than 220 years’ brewing tradition, decided to re-position their non-alcoholic ginger beer as a premium drink in their 54 Palmers pubs and throughout the free trade across Southern England. The popularity of ginger beer has grown enormously in the UK for the past few years, as consumers rediscover classic drinks with natural ingredients.
Palmers has offered their own ginger beer for over 100 years but in order to raise its profile and compete against other soft drink options, they needed to raise the product image to the same premium packaging standards as their Palmers ales.
Logo created a distinctive new look which reflects the traditional values of the recipe and brewing techniques but with embellishments that have a smart, contemporary feel. The bottle size was also reviewed and a new larger bottle size (330ml) was introduced. Sarah Doney, Director at Logo Marketing & Design, said:
“The intention is that the new larger sized bottle will be passed to the pub customer to finish pouring. In design terms that meant paying close attention to detail in the overall design, from the front and back labelling, the neck wrap and bottle cap to designing for a strong shelf impact and visual distinctiveness”.
Cleeves Palmer, sales and marketing director at Palmers Brewery, credits the new look ginger beer with opening up sales opportunities beyond their own Palmers pubs.
Cleeves said: “This sales increase really is testament to the power of good design. The new look ginger beer is now selling well not only through our own pubs, but also in the free trade as well as farm shops and independent food stores between Plymouth and London.
“We have been delighted with the work carried out by the team at Logo and one year on, pack sales are up by 40%. This equates to 60% in drinks terms as we moved from a 275ml bottle to a 330ml bottle.”
