Repositioning Thwaites in the contemporary craft beer sector. On shelf (and on bar) standout is exceptional.
The new Crafty Dan range aims to take on the American craft beer imports and position the beers as added value – trading off the Thwaites heritage, whilst positioning the beers for younger drinkers.
The designs have roots in traditional scraperboard illustration style, with a contemporary edge that resonates with the graphic style for craft beers in the USA.
Each design has a clear definition of its beer style and supporting copy emphasises the more challenging ingredients and flavours.
+590% Increase in average sales per beer
+160% Increase in profit
+3,000 Increase in number of visitors to the website per month
The beers have established Thwaites in the new craft beer keg sector and are significantly outperforming its established range of micro-brewery beers.
The team at WPA Pinfold have been awesome, their depth of knowledge and insights into the beer market have been invaluable. Their award-winning designs for our craft range of beers have made a significant contribution to our success in this highly competitive sector. Great work and great people to work with.