Maltsmiths was launched in the UK in February 2017

Maltsmiths was launched in the UK in February 2017

Heineken has overhauled the packaging for its Maltsmiths brand, the craft-style range it launched in the UK just over 12 months ago.

The new design includes a bigger logo and new colour palate that Heineken said would increase stand-out on shelf. The new look covers both the Maltsmiths variants, the Pilsner-style lager and the American-style IPA.

"The new design perfectly showcases [Maltsmiths'] passion for brewing and beyond, whilst creating stand-out on the bar and in the fridge," said brand director Sam Fielding.

Maltsmiths was launched in February 2017 as a "gateway" craft beer designed to appeal to "beer-curious" newcomers to the craft category. According to Heineken in 2017, there were 13m beer drinkers in the UK that had yet to try craft.

The range was developed at Heineken's pilot brewery in Edinburgh, where it is also produced. Heineken opened the pilot brewery in 2015.

Heineken's new range foreshadows craft beer's straitened future - Click here for a comment on the Maltsmiths range from February 2017

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