UK: Wells & Young's overhauls Young's on-trade branding

By | 22 July 2013

Click through to view the new pump clips

Click through to view the new pump clips

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Wells & Young’s has refreshed the branding on its draught Young's beers to help the portfolio stand out in an "extremely competitive" UK market.  

The redesign includes luggage tag-style badges that appear to tie on to pump clips, Wells & Young’s said last week. It will roll out across Young’s Bitter, Young’s London Gold and Young’s Special throughout next month. 

The company called the new branding “a mixture of quirky, contemporary and vintage with a nod to tradition”.

“We needed to modernise and rejuvenate the brand to ensure it is still relevant for the modern drinker, whilst retaining all the charm and appeal of the Young’s heritage, which is important to its loyal fan base,” Wells & Young’s brands director, Phil Toms, said.

The redesign will roll-out to Young's bottles later this year and be supported by an outdoor advertising campaign. 

In April, Wells & Young's launched McEwan's Red in Scotland and northern England in an attempt to rejuvenate the Scottish brand.

Expert analysis

The Future of the UK Alcoholic Drinks Packaging to 2017

The Future of the UK Alcoholic Drinks Packaging to 2017 is a data only report providing extensive and highly detailed time series consumption data on primary and outer packaging in the market The report provides in-depth quantitative data on retail alcoholic drinks packaging, covering key segmentations such as pack material and type, closure material and type, outer and multi-pack information, for the latest financial year (current year) and the extreme ends of the historical and forecast periods

Sectors: Beer & cider, Marketing – advertising & promotions

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