Wednesday, 11 November 2020

Sydney brewery announces new look and 'clear the decks' sale

Sydney Brewery has announced a fresh new look for 2021, and a 'clear the decks' sale for 2020 product (above).

A facelift for Sydney Brewery’s branding shouldn’t be unexpected given its owner Dr Jerry Schwartz is a renowned cosmetic surgeon.

Sydney Brewery is partnering with branding specialists BoldInc to reinvigorate their brand and give their packaging a new look.   

 The brewery is known for its line of Sydney-themed beers and ciders, such as Paddo Pale, Darlo Dark, Surry Hills Pils and Sydney Cider. BoldInc is working with the brewery team to best reflect Sydney Brewery’s DNA in their marketing identity and packaging.  

 

Sydney Brewery marketing manager Richard Feyn said: “While we have had our roots in Surry Hills since 2004, it became a little complicated when we expanded our production facilities to larger premises in Lovedale in the Hunter Valley in 2014. 

 

“It did lead to something of an identity issue with the trade and even some of the public. We also broadened our range significantly, with cider becoming a very important component of the business, which was reflected in the awards success of our Sydney Cider and Agave Ginger Cider. 

 

“So we thought that as we enter 2021, and hopefully exit the challenges of 2020, we should look at how we can bring all the ingredients together in a major brand refresh. 

 

“BoldInc have done a great job in identifying where we sit as a craft brewery, which also specialises in cider. While popular and clearly a signature for us, our strategy of naming beers after suburbs had become a bit limiting, plus our design had become a bit static after six years."


BoldInc creative director Steve Smith added:  “As independent brewers, the second-biggest asset these guys have (behind awesome beer) is the stories their beers can tell, and we’re proud to help them tell those stories through this redesign. 

 

“We really wanted to build a brand that captured the eclectic bunch of characters behind the brewery. The down to earth, the quirky, the artistic and the unexpected aspect that is at the heart of Surry Hills, but also sums up the team’s brewing philosophy. We’re pretty happy with the result!”  


Sydney Brewery’s new look, with a core range of beers and ciders, is due to be released in January 2021. 

 

Feyn said the new-look range would mean an early Christmas present for beer lovers. 

 

“Discerning drinkers will be the winners over the next few months as we look to shift our stockpile of current packaging to make room for the new look cans,” he said. 

 

Special online deals will be available via sydneybrewery.com and via selected local stockists. 


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