The new look evolves the iconic XXXX logo, but will also see changes to every can, bottle and carton across the entire XXXX family of beer including XXXX GOLD, XXXX SUMMER BRIGHT LAGER and XXXX BITTER.
Jack Mesley, XXXX Marketing Manager said: “Since 1878, XXXX has proudly been a part of the fabric of Australia and much like the iconic XXXX Brewery, the brand has grown and evolved.”
“It was time for a change. Our drinkers wanted it and it was an important step for us to ensure we continued to remain relevant for the next 135 years.
“The new XXXX identity really dials up what XXXX is all about; beers that are perfect for the great Aussie lifestyle, but also respects the 135 year heritage of XXXX. We asked for feedback from our drinkers as we worked up the designs and what we received was overwhelmingly positive,” said Mesley.
Most importantly, whilst the packaging has undergone a major change, there is no change to the beer.
XXXX GOLD, first launched in 1991, remains the country’s leading beer and is driving the development of the mid-strength category in Australia.
The oldest member of the family, XXXX BITTER will now recognise the man who created it – Wilhelm ‘Bill’ Leitner, who first brewed XXXX Bitter back in 1924. Ninety years on, the beer stays true to Bill’s recipe and as a special tribute, his signature will appear on every carton.
“Bill is the man that brought the lager style of beer to Queensland, changing the face of the beer market in the sunshine state. It’s only fitting that as we celebrate 90 years of XXXX Bitter, we recognise the very man who created it,” said Mesley.
To coincide with the new packaging, the XXXX Brewery’s Packaging Museum in Brisbane, which sees more than 20,000 visitors annually, has been significantly upgraded, proudly showcasing new items from the brewery’s 135 year old history.
New branding will also be introduced right across the country encompassing everything from pub awnings to football jerseys.
The unveiling of XXXX’s new look will be supported by new creative campaigns for XXXX GOLD and SUMMER BRIGHT in the coming months as well as digital, PR and promotional activity and ongoing trips to XXXX Island.