North Yorkshire brewery gives Old Peculier a new look

A North Yorkshire brewery has unveiled a new look to one of its most recognizable real ales.

Masham-based T&R Theakston Ltd has transformed the design of its Old Peculier bottle label sets, with an aim to increase its appeal to a younger audience and as well as its visibility in a rapidly growing market place.

Old Peculier, which last had a makeover in 2004, is one of the top-ten selling premium bottle ales in the country, with distribution in the UK grocery, wholesale and convenience sectors.

The ale has also garnered success internationally, specifically in South America, Australia, Europe and Asia.

The new look Old Peculier label has been created by design agency WPA-Pinfold, which has worked with the brewery for the last 12 years.

Simon Theakston, T&R Theakston Ltd executive director, said: “The re-designed label underpins the status of our most important asset, Old Peculier, as one of the country’s most popular and instantly-recognised premium bottled ales.

“The bottle will have further enhanced on-shelf stand out and even stronger premium cues.

“We have drawn inspiration from our existing Old Peculier cask hand pump as featured in cask ale pubs all over the country.”

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