English lagers are one of the fastest growing craft beer styles. This is hardly surprising as lager continues to dominate the beer sector, with premium lager increasing in market value by 5.5% from 2015-2018. Having a credible lager brand has become the holy grail for English brewers, with many keen to win a slice of this lucrative category.
Hogs Back had perfected a beautifully balanced, flavoursome and refreshing lager which, despite this, was failing to gain traction. WPA Pinfold created a new and compelling flagship brand for Hogs Back, as part of a repositioning and modernisation of the ranges within their portfolio.
WPA Pinfold repositioned Hogs Back’s lager brand to focus on premiumisation and add important value, to establish Hogstar as a credible alternative to premium European lager brands. The ‘Field to Firkin’ proposition also communicates the lager’s unique brand identity and heightens consumer engagement with the brewery, which is based on a farm where it grows its’ own hops. The bright colours, metallic finishes and no-nonsense iconic design, give Hogstar an outstanding presence on overcrowded shelves and bars.
The results have been impressive, with sales exceeding targets in the first few months. The rebranding has also been rolled out across all formats, both on-trade and off-trade, as the demand for Hogstar grows and new accounts sign up.
“Hogstar is a new breed of distinctively full flavoured English style lager, brewed using hops grown in the brewery’s own Surrey hop gardens. WPA’s redesign has introduced more refreshment values, created a distinct brand personality and improved shelf standout, boosting sales. We also revised the recipe and the two initiatives have resulted in very encouraging increases in rates of sale versus the older style lagers" - Managing Director at Hogs Back Brewery.
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