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Fullers to re-brand 1845
1845 gets a golden edge to its livery
Fuller's, the West London brewer and retailer has refined the branding of its award-winning bottle conditioned beer, 1845. To emphasise 1845's continued success, the brand's prestigious nature, and underline the fact that it is Britain's favourite bottle conditioned beer, the packaging has evolved and undergone some subtle changes.
1845 triumphed once again at CAMRA's Great British Beer Festival, by winning the gold medal in the Guardian/CAMRA Bottled-Conditioned Beer Competition. The new-look packaging will reflect this award on the neck and body label. Golden styling has been worked into the original design to make it more striking. 1845's new livery is planned to be on the shelf from around the middle of December.
Since its launch in 1995 to commemorate the 150th anniversary of Fuller Smith & Turner, 1845 has enjoyed enormous popularity within the off trade across the country. Its sales volumes have increased by 41% in the past year, and it outsells its nearest rival by two to one. 1845's growth is outstripping the market by over 15%.
Fuller's Beer and Brands Director, John Roberts says: "I believe that bottle conditioned ales are an important and growing sector of the beer market. We were delighted when 1845's character wowed the judges at the Great British Beer Festival for a second time. We felt it only fitting that this was reflected in the packaging, so that it also stands out on the shelf."
David Spencer, brands marketing manager felt it was time to evolve this highly successful brand: "1845 is the UK's favourite bottle conditioned ale. We wanted to underline just how special this beer is – and at the same time, explain more clearly that bottle conditioning the beer gives it the fresh, natural flavour of real ale".
Full of character with an ABV of 6.3 per cent this delicious ale is based on a traditional recipe from the oldest Fuller's brewing books. Using the finest amber malt and Goldings hops it is an ale to be savoured and enjoyed. Roger Protz, Guardian Beer Writer says of 1845: "A magnificent, russet-coloured ale with a fine balance of malt and hop flavours, with spicy and peppery Goldings hops and nutty and creamy malt."
Gary White, from a Fuller's press release.
Reproduced from the Full Pint, Issue 18.
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