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Greene King has unveiled a redesign of Old Speckled Hen as it looks to bring younger consumers into the ale category.

Greene King said the new packaging, left, is more contemporary

Greene King said the new packaging, left, is more contemporary

The UK brewer and pub operator said the “subtle” makeover will give the brand a more contemporary look and target the “next generation” of drinkers. A GBP2m (US$3.1m) marketing campaign will support the new design, which will roll out across UK stores in can, bottle and multi-pack formats from next month.

The update will also cover Old Speckled Hen extensions Old Golden Hen, Old Hoppy Hen and Old Crafty Hen.

Explaining the change, Old Speckled Hen's marketing director, Dom South, said: “It was important that we evolved to stay relevant in what has become an incredibly competitive marketplace.”

According to Greene King, Old Speckled Hen grew UK off-trade sales by 19% last year.

The brand was first brewed in 1979 to celebrate the 50th birthday of the British car brand Rover MG.

Greene King is set to acquire Spirit Pub Co for GBP773.6m (US$1.24bn) after the two firms struck a deal earlier this month. 


Sectors: Beer & cider

Companies: Greene King

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