A new design is being launched for TEA, or Traditional English Ale – the flagship beer from Hogs Back Brewery in Surrey.
The branding retains its widely-recognised Hogs Back hog but has been pared down to create a cleaner and more impactful look.
The new design aims to update the brand while retaining the heritage which has made it one of the leading regional ales in the south-east.
The new TEA design will be introduced onto pump clips, bottles and point-of-sale materials from early July. The new packs will be advertised in a press and poster campaign later this year, designed to bring TEA to an even wider audience.
Hogs Back managing director Rupert Thompson said: “Making changes to TEA was something we approached with great caution: drinkers across Surrey and beyond have huge affection for the brand and its popularity has been integral to the brewery’s success since its foundation 25 years ago.
“However, the character of Hogs Back Brewery has evolved over the last few years as we’ve launched new beers such as Hogstar English Craft Lager, London’s Outback and Montezuma’s Chocolate Lager, together with new packaging formats including keg and cans.
“Updating TEA, our most widely distributed brand, immediately modernises the brewery’s image overall, and ensures all our beers communicate our positioning as a contemporary, innovative craft brewery with a rich brewing heritage.
“This builds on a recent growth in TEA sales, which may be a sign that more pubs are recognising that excessive brand rotation can turn off customers who want at least one or two well-known and consistent local beers that they can trust.”
TEA was the first beer to be brewed at Hogs Back Brewery. It was an instant hit and has remained largely unchanged, other than moving from two hops to a single variety: it is now 100% Surrey Fuggles.
It is a full-bodied bitter, brewed in small batches using English malt carefully balanced with all the Fuggles hops grown locally, either in the Hogs Back hop garden next to the brewery or at Puttenham, just four miles away.
Hogs Back Brewery continues to expand its presence in its key region of the south-east, enjoying 22% year-on-year volume growth. Distribution of TEA is at an all-time high with stockists including Enterprise, Mitchells & Butlers, Young’s, Greene King and Punch as well as independent free trade outlets.