A new stylised logo, showing Kozel’s signature goat and the year the beer was launched, has been created to heighten brand visibility at the bar and give it a more premium appearance.
The new fonts, T-Bar badges and glassware are part of a wider on-trade drive for Kozel by distributor Miller Brands, which has also included sampling initiatives throughout the year to encourage trial.
Activity also includes a Kozel “pint finder” app supporting over 150 London pubs and bars that stock the beer.
Sam Rhodes, director of customer marketing at Miller Brands, said: “The world beer category continues to see outstanding growth – 7.6% in the latest 12 months – reflecting the increased consumer demand for premium beers and a more authentic drinking experience.
“Our research shows that glassware is the third most important factor in deciding which drink to choose, after taste and size, and can deliver a 15p premium to the price that consumers are willing to pay for their drink.
“The new design will boost Kozel’s visibility in a growing category and give licensees a real opportunity to drive trial.”
Jon Bourke, bar manager at Bacchus Pub and Kitchen in Hoxton, east London, said: “Stocking Kozel has been a real success. It has gone down well with customers looking for an authentic world beer. The stand-alone font has been a real business boost, helping to increase sales and drive profits.”
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