UK brewer Wells and Young's is relaunching Waggle Dance, its honey-flavoured 5% abv ale, with a new look.

The redesign comes as part of a push by the brewer to "re-establish Wells Waggle Dance's credentials in the ale sector and to differentiate it on-shelf", the company said today (8 July).

The new look, inspired by the "Waggle Dance" after which the beer is named, is the figure of eight movement that a bee performs in order to alert its hive to a source of nectar.

David Jenkins at design consultancy Blue Marlin, said: "Waggle Dance aims to target an audience of relatively affluent male beer drinkers aged 35-50 who are looking to try something different. Our brief was to communicate the brand's positioning more clearly, emphasising the 'denoters' of honey, such as the bee and hive, with impact and intrigue."

In May Wells and Young's renewed its licensing deal with Japanese brewer Kirin in the UK, securing long-term brewing, sales and marketing rights for the super-premium Japanese lager, Kirin Ichiban.