Signature Brands, a leading drinks agency in the UK, has unveiled an energetic and vibrant rebrand of its craft beer, Grand Central IPA.
The rebrand comes at a time where consumers are intrigued by craft beer, with research by CGA showing that craft beer drinkers make up 36% of overall beer drinkers in the on-trade and craft continues to gain share of the overall beer category.
The improved visual brand identity takes inspiration from craft beer drinkers’ desires to try innovative, modern, and exciting beer brands. With a cloudy sunshine glow, this hop-heavy IPA features hops such as Citra, Galaxy and Mosaic, with a moderate sweetness and bitterness. It features pine and citrus aromas, is vegan-friendly and available in 30L kegs.
“We’ve always been delighted with the quality of Grand Central IPA; however, we wanted the branding and packaging to reflect its values of exploration and adventure,” said Nic Ponticakis, Head of Signature Brands. “We required a more premium, modern look to ensure this was communicated effectively.
“This revamped look and feel represents a dramatic shift for the brand and will really maximise Grand Central’s appeal both on a bar and to consumers who are looking to try something new within the craft category.
“We believe that this bigger, bolder reincarnation of this much-loved craft beer will really resonate with our target audience, keep us at the forefront of the craft beer market and provide a real point of difference to outlets who stock it.”
The rebrand includes new-look glassware, a new font, tap handles and POS and marketing materials for the on-trade.
The relaunch will be supported through festivals, in-outlet activations, marketing campaigns and events throughout the year and is set to be officially unveiled for sampling at the Northern Restaurant and Bar show in Manchester on March 14th and 15th.
Grand Central is now available from Signature Brands, working with its largest distribution partner.