New branding supports Dartmoor Brewery expansion

Tim McCord_Mike Lunney_Dartmoor BreweryDartmoor Brewery in Devon has unveiled a new brand identity as part of its strategy to expand sales across the UK.

Famous for its Jail Ale, Legend and Dartmoor IPA beers, the Princetown-based brewery has overhauled its branding, packaging and licensee merchandise, drawing on its provenance as the definitive, authentic brewery on Dartmoor.

Inspired by Dartmoor’s rich heritage, it has introduced a simplified, recognisable logo and powerful graphic imagery featuring the iconic Staple Tor across its beers. The branding also features on a new website at

The new marketing material for licensees includes bar runners, drip mats, pump clips and glassware, supporting the beers’ increased on-trade distribution across the UK.

Dartmoor Brewery, which began in 1994 at the Prince of Wales pub in Princetown, now operates from a purpose-built brewery which this year increased in size in response to rising sales.

National sales director Tim McCord said: “The secret to our success so far lies in our focus on three high-quality ales and our unique position on Dartmoor. We believe the new branding will broaden and reinforce these messages, strengthening our connection to the moor.

“The redesign is a more cohesive and intriguing new look for Dartmoor Brewery, which reflects our distinctive location and heritage as we look to broaden our appeal among real ale enthusiasts and cement our position within local customers and the national marketplace.

“This is a significant step change for Dartmoor Brewery. We are focused on our growth strategy and have been investing in resources to make this happen, investing in our equipment, our people and now our brand.

“This is our largest investment in marketing to date and the latest step in our continued expansion. This rebrand will connect us even more closely with consumers on Dartmoor and bring a piece of Dartmoor to real ale drinkers across the country.”

Tim McCord is pictured with master brewer Mike Lunney with the new branding

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