New shape for Fuller's beer bottles

29 April, 2013

Fuller’s has introduced a new-look for its premium bottled ales range, led by London Pride.

The bottles are sleeker and taller, though only by 1mm. They will begin to appear on supermarket and off-licence shelves from early May.

Ian Bray, managing director of Fuller’s Beer Co, said: “The label has been placed higher up to ensure that the brand stands head and shoulders above our competitors.

“The bottle also includes an embossed outline of the River Thames on the banks of which our beers are crafted.

“We took some of our cues from the world of wine, so we think the new bottle is equally at home on the dining table as it is on the bar.”

He added: “The decision to change the existing bottle was not taken lightly, as it had done a fantastic job for us in its current guise for around 20 years.

“However, with single bottle purchases the largest sales format in the off-trade, stand-out on shelf has become critically important.

“We have also taken the opportunity to refresh the London Pride label, with a more modern look which will eventually translate into other pack formats.”

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