LONDON — London-based, craft brewer Fourpure Brewing Co. has announced the evolution of its flagship range with the first shipment due on shelves by early October. The new cans have progressed to a brighter more eye-catching style with improved tasting notes to help beer drinkers identify which beer they’d like to try.
The design will enhance their shelf presence and as such, is positioned to keep Fourpure at the leading edge of craft cans in the UK. The new-look range will also feature a creative representation of their ‘brewed and canned in London’ proposition as well as enlarged descriptors giving beer drinkers the best chance to find the styles they prefer.
Daniel Lowe, co-founder of Fourpure, commented: “Provenance is increasingly becoming a key factor in the purchasing decision for beer drinkers so we wanted to make it clear that we still brew and can in London, our home. Beer drinkers are increasingly knowledgeable with regards to the different flavours across beer styles – we wanted to reflect this in our new style descriptors and tasting notes, and crucially make craft beer more accessible to new audiences.”
Fourpure were the first to market with a full flagship range in cans and this continues to be central to the business, having invested heavily into state of the art canning and packaging facilities. The brewery boasts a fully automated 12,000-can-per-hour canning line combined with a versatile packaging line and first class sensory lab, constantly striving to lead the quality conversation in the craft brewing industry. This year Fourpure won the prestigious Brewery Business of the Year at SIBA’s (Society of Independent Brewers) annual BeerX awards as well as scooping the prize for Innovation.
The new designs will be supported with some out of home activity, a full PR campaign, in-store activations and strategic support from social media via Facebook, Instagram and Twitter.