Heritage Meets Innovation: Our Role in Harvey’s Brewery’s Bold New Craft Beer Design

Harvey’s Brewery, the oldest independent brewer in Lewes, East Sussex, is stepping into a new era with the launch of Pells Pale, Our team has crafted the design for Pells Pale, a new craft beer that bridges tradition and modernity.

Harvey’s Brewery is the oldest, original and independent brewer in Lewes, East Sussex, and has been producing award winning beers since 1790. Renowned for their commitment to hand-crafted methods and tradition, they pride themselves on brewing beers that reflect the rich heritage of the region.

The beer sector has become incredibly competitive with over 2,000 UK breweries, of which approximately 80% were founded in the last ten years. There has been a decline in on-trade beer sales by 9.5% in the previous five years.

Market growth for beer is in the premium, contemporary craft sector and the challenge was for Harvey’s Brewery to complement its established and more traditional range with a complete redesign of its existing craft range to a more contemporary and innovate beer. It was essential that the new beer was positioned in the high-end to help build on Harvey’s already successful and established premium credentials, with their Sussex Best being one of the most awarded ales in the country, and the new brand needed to appeal to a more diverse range of consumers – both traditionalists and the new generation of craft drinkers. Thus extending its core, more traditional customer base to the new generation of younger drinkers. There was a need to create a unique and differentiating positioning in the highly competitive craft beer sector for a ‘Fresh Generation’.

The strategy was developed around ‘A Fresh Generation’. Targeting the new generation of craft beer drinkers across the region, who are totally different to Harvey’s core customer. The design on pack reflects Harvey’s commitment to hand-crafted methods and tradition, as well as marking the beginning of an exciting new chapter for Harvey’s Brewery within the craft sector. Premium values and finishes were used to ensure the beer is fit for a fresh generation.

The inaugural beer in the range was named after the Sussex word for a body of water, ‘Pell’, this new beer harnesses pure South Downs Sussex Spring Water, which also nourishes the local Pells Pool Lido and natural beauty spots around Lewes. Making it a defining element of all Harvey’s Brewery beers. Every sip is a crisp, refreshing reminder of Harvey’s commitment to quality and authenticity. The new craft range features fresh, playful designs that draw inspiration from the Sussex surroundings whilst utilising a contemporary eye-catching colour palette befitting of the area.

Launching in both cask and keg formats, it marks the beginning of a new chapter for Harvey’s, with the installation of a new canning line, the company is set to introduce 440ml cans for its beers including Wharf IPA and Pilsner. Since launch the design has received regional acclaim in bars across Sussex and the South Downs with audiences excited for the off trade launch.

Pells Pale is not just another pale ale, they have crafted a distinctive brand that sets us apart and allows us to cater for growing demand.
Marketing Manager
Harvey's Brewery