Brewer Riddiford pulls Tetley

Brewer Riddiford has redesigned the Tetley bitter can for Carlsberg-Tetley to look more modern and sophisticated in an effort to increase its appeal to the take-home market.

The can, renamed Tetley’s Draught, features a smaller huntsman in an enlarged oval. The black background has been replaced by blue, perceived as a more sympathetic colour, says consultancy partner George Riddiford.

“The huntsman is fundamental to Tetley-ness and needed to be projected in a more vibrant way. This makes him look far more striking,” Riddiford adds.