We have developed another Peculierly successful launch for Theakston with Old Peculier Nowt. The non-alcoholic beer segment has been in rapid growth, with consumer habits changing towards moderation – zero beers are the fastest growing category and 87% of pubs and bars serve at least one no or low alcohol beer. As brand champions for Theakston our job is to keep this nearly 200 year-old brewer relevant for today’s consumer. From initially helping turn Old Peculier into a beer icon and reframing it in the premium category, we have now carefully repurposed the Peculier key brand assets to create a stunning zero beer that retains the brand’s equity, whilst also making a nod and wink to its Yorkshire roots.

Old Peculier Nowt is part of our strategic plan to build on Old Peculier’s iconic status and unique positioning and extend its reach into new markets. This latest product launch follows our creation of Peculier IPA which has been an outstanding success in the ‘craft’ category.

WPA Pinfold’s dedication to design excellence, matched with its expertise in the brewing sector and its remarkable skills in maintaining brand integrity, has enabled Theakston to closely replicate the key brand assets of Old Peculier and create an alcohol-free, brand extension that is outstanding and proud.

WPA Pinfold creates transformational brand identities and communication strategies that enable our clients to reposition and revitalise their operations, and accelerate growth. 

We are the UK’s leading independent, employee owned, beer brand specialist and have won over 160 international awards in recognition of the exceptional quality and effectiveness of our design solutions.