Craft brewery SEVEN BRO7HERS Brewing Co has unveiled its £70k re-brand, as the family business strives to drive in-store and off the shelf purchase.
The Salford-based brewery has taken inspiration from its ‘lucky number seven’ and applied the vibrant creative across the core range and special beers portfolio.
The ‘clearer and cleaner’ cans, by strategic branding agency Creative Spark, have been designed to stand-out to consumers on shelf– aimed at making the craft beer more recognisable as SEVEN BRO7HERS.
The ambitious brewers believe the new distinctive look will unlock opportunities to expand further into retail and help them to get cut through in a busy market.
Founder Keith McAvoy, SEVEN BRO7HERS , said: “The craft beer scene has exploded in the last couple of years making it a competitive space to position our business in. We found our brand has been starting to get lost next to similar marketing and can designs – and that just wasn’t doing our product justice.
“After nearly seven years we felt it was time to shake up our brand and bring it back to what we are known for, the seven of us. It is our goal to have instant recognition on shelf.
“Dominating our packaging with a ‘7’ makes it unmistakeably SEVEN BRO7ERS at a glance, helping consumers to make a quick decision when shopping in store.”
As part of the overhaul the well-known core range has also undergone a makeover. Now known as the ‘family of beers,’ the core focuses on four flavours; Amber Lager, Hoppy Pale, Easy IPA and a Juicy IPA.
The much-loved ‘session craft beer’ is now known as the ‘Hoppy Pale’, the Vienna lager has had a small recipe tweak to make it a fresher and will now be known as the ‘Amber lager’. Fans of the IPA need to look out for ‘Easy IPA’ and the ‘Juicy IPA’ joins the range as a new addition to the family, a stone fruit citrus, juicy beer.
Keith McAvoy added: “We now have a brand which jumps out at you and ultimately backs the beer that we know and consumers know tastes great. The labelling is clear, what you see is what you get.
“Our changes to the core range needed to reflect the evolution of SEVEN BRO7HERS, as we’ve grown, so has our drinking audience. The family core now has something for everyone.”
The McAvoy brothers, Guy, 58, Keith, 50, Luke, 46, Daniel, 45, Nathan, 43, Kit, 38, and Greg, 36, started their brewery in 2014 – inspired by their dad’s home-brewing in their cellar at home.
Growing annually, in 2019 SEVEN BRO7HERS Brew Co saw 53 per cent growth following an expansion from e-commerce into retail. To date beers are on sale across select Co-Op stores, Selfridges, Booths supermarket and Ocado, as well as Living Ventures and Mission Mars bar groups. They also sell through their own website.
The brewery has also established its own beerhouses across two sites in Manchester and Salford plus the brewery taproom. This year SEVEN BRO7HERS will be also be expanding into two new locations by the end of 2020, with a further four in the pipeline to open by 2022.