Heineken has launched a bold new design for its Maltsmiths beer brand to appeal to “craft-curious” consumers looking to trade up.
The new look has been introduced across lens badges, tap handles, glassware and other point-of-sale materials for Maltsmiths American-style IPA and Pilsner-style Lager.
Produced at the Caledonian Brewery in Edinburgh, Maltsmiths was launched over a year ago to bridge the gap between premium lager and craft. It is now available nationwide in 1,600 pubs and bars selling on average a keg a week.
The new look is intended to increase stand-out at the bar and on shelf and to encourage “craft curious” consumers to trade up, according to brand owner Heineken.
Sam Fielding, brand director at Heineken, said: “We’re thrilled to be announcing the launch of Maltsmiths’ new look. It’s a really exciting time for the brand.
“Our ‘maltsmiths’ are following their passions and creating crisp, full-flavoured beers they want to drink. The new design perfectly showcases their passion for brewing and beyond whilst creating stand-out on the bar and in the fridge.
“Maltsmiths is the perfect gateway into craft beer. Its beers are created for curious drinkers that love lager but want an experience and a taste that’s a little bit different.
“The new branding reflects this positioning and offers a point of difference, ultimately driving strong sales for licensees as people trade up.”
Maltsmiths Lager has also been released in 330ml cans.