Coddenham-based brewer Calvors unveils new look for craft lager and ale range

The new look for Calvors' range of bottled beers.

The new look for Calvors' range of bottled beers. - Credit: Archant

Suffolk brewer Calvors has marked its eighth year in business by unveiling a new look for its website and its range of craft lagers and ales.

Calvors, based at Coddenham, near Needham Market, has adopted a new “Pure Craft Beers” strapline for its range, to underline the hand-made quality of its products and the addition of ales alongside the original line-up of lagers.

The new look has been applied to the pump clips for its six kegged beers as well as the labels for its bottled range.

The lager tap badges include a three word taste profile together with a style description, Helles, Pilsner, Vienna or Dunkel, with the kegged ale badges also offering a short description of what to expect.

The tap badges also form the centre of the new bottle labels, which include more detailed tasting notes.

Calvors founder Alec Williamson said: “Since Calvors’ first brew in February 2008, our bottle labels have evolved along a different route to our tap badges. We wanted to bring these two major marketing aids back together to create a cohesive range of products whereby drinkers of the bottle products would be able to recognize the draught product and vice versa.”

He added: “Another important consideration was to ensure that potential customers understand more about how their drink will taste and that it is a pure handcrafted quality product.

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“Tap badges give us very little room to shout about all the great features of our beers, so a lot of thought and customer feedback has gone into this redesign to ensure as much information as possible is available to the potential customer.

“We have been brewing craft beer since before craft became the buzzword but our image was not getting the message across. We are confident now that our new almost ‘vintage retro’look will stand out from the crowd and give us more of a hand-crafted identity.”

Calvors is also planning a number of new beers for 2016 and the labelling of these will be consistent with the new format, which has also been applied to other marketing material including bar runners, beer mats, posters and table/shelf “talkers”.

Calvors Brewery was launched by Alec Williamson in February 2008 and at that time was one of only a very small number of English lager brewers in the UK. The brewery also now owns a pub in nearby Needham Market, the Rampant Horse, where all the brewery’s products are available on draught permanently.