The designs are being used across the brewer’s premium bottled ales portfolio, which includes the London Pride bottles.
Ian Bray, managing director of the Fuller’s Beer Company, says, ‘We took some of our cues from the world of wine, so we think the new bottle is equally at home on the dining table as it is on the bar.’
The new bottles are ‘sleeker and taller-looking’, says Bray, despite being only 1mm taller than the previous designs.
Labels are placed higher up ‘to ensure that the brand stands head and shoulders above our competitors’, while the bottles also feature an embossed outline of the River Thames.
Bray says, ‘The decision to change the existing bottle was not taken lightly, as it had done a fantastic job for us in its current guise for around 20 years. However, with single-bottle purchases the largest sales format in the off-trade, standout on shelf has become critically important.’
New label designs have also been developed, which are rolling out initially on London Pride bottles, before being used on other formats including draught. The new designs will also be used across the rest of the Fuller’s premium bottled ales portfolio.
The new designs are set to launch in early May.