Brand repositioning for gluten free beer
Green’s Gluten Free beers are specially brewed for coeliacs, both by using alternative grains to wheat and barley, and by de-glutenising the beers.
We rebranded Green’s Beers and redesigned and repositioned the packaged range of beers, to sit proudly on shelf in the mainstream beer category – as well as premiumising the range in its existing Free From category.
Our challenge was to both retain Green’s Gluten Free credentials and reposition the packaged beers to also enable them to compete on shelf with the other mainstream beers.
Positioning the brand as great tasting craft beer, that just happens to be Gluten Free too. It was important for the redesign to premiumise the packaging so that it gave credibility to its added value price point.
The designs are brave and contemporary, a complete departure from the previous versions, and have been fundamental to Green’s success.
35% Total increase in sales (YOY)
Winner Gold Design Effectiveness Award, Gold Graphis Award, Gold Transform Award
366% 366% return on investment in the first 12 months
The new branding and packaging design has won over both trade customers and beer drinkers alike – as well as giving coeliacs a beer that they can be proud to purchase.
We are delighted with the result, offering clarity of product messages and shelf standout. We are confident that the beers can now obtain distribution in new channels.