Harvey's Brewery
Repositioning Harvey’s craft for a fresh generation
Challenge
Harvey’s Brewery has been in existence since 1790 and has long been Sussex’s pre-eminent brewery; the centrepiece is its marvellous Victorian brewery, based in the centre of Lewes. Its reputation for quality has been legendary and its flagship ale (Sussex Best) is known as the champagne of beers.
The management team turned to us to provide a solution that would enable them to succeed and survive in today’s premium craft beer market.
The management team turned to us to provide a solution that would enable them to succeed and survive in today’s premium craft beer market.
Insight
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 new design reflects Harvey’s commitment to hand-crafted methods and tradition, as well as capturing the spirit of the region.
Brand design solution
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. 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.
Increase In on-trade sales, leading to more listing in the South Downs and further afield.
Sold out Pells Pale sells out within days of its launch.
Range expanded Due to the success of Pells Pale, Wharf IPA and Coastal Eclipse Stout was launched within the range, gaining interest from new and existing customers.
