Sharp’s Brewing Co has launched a brand refresh across its portfolio of award-winning ales, with new glassware, packaging and POS materials for keg and cask.
Its brands, which include Doom Bar Amber Ale, Sharp’s Offshore Pilsner and Sharp’s Atlantic Pale Ale, are all inspired by the brewery’s Cornish coastal heritage.
So the newly designed glassware, packaging and POS, which have already started rolling out in pubs and venues across the UK, continue to draw inspiration from that dramatic landscape.
The rebranding project began as part of Sharp’s 30th birthday celebrations in 2024, with the aim of creating a ‘more contemporary coastal identity’ to bring together the portfolio under the Sharp’s Brewing Co. trademark.
Sharp’s marketing controller James Nicholls said: “Our rebrand marks an exciting new era for Sharp’s Brewing Co and our amazing beer and cider portfolio.
“It’s a testament to the passion we have for our Cornish coastline heritage and constant innovation and sets us up perfectly to lead the cask beer category into the future.
“We’ve had overwhelmingly positive response from our consumer research, showing we’ve struck the right balance between honouring our roots while moving the brand forward,” said Nicholls.
“Meanwhile, the launch of our Cask Quality Club typifies our mission to champion the amazing qualities of cask beer across the UK. We want to reinvigorate the cask market by celebrating venues that maintain the highest standards in serving the perfect pint.”
Sharp’s said that, in a poll of 400 ale drinkers, the redesigns ‘significantly boosted’ appeal among younger legal drinking age consumers, who described them as ‘distinctive’, ‘invigorating’, and ‘exciting’.
Meanwhile existing Doom Bar drinkers included in the survey said they could still easily recognise the brand, while describing the refreshed look and feel as more modern.
Alongside the rebrand, Sharp’s has launched a new Cask Quality Club ‘to celebrate venues that demonstrate excellence in cask beer service’.
The brewer will select members after identifying qualifying outlets, with members receiving premium POS materials such as specially designed pump clip toppers, masterbrand pump handles, and access to digital training and promotional assets.
