Fyne Ales reveals new look and first canned beers.
Independent Scottish brewery Fyne Ales has unveiled an updated brand identity and outlined plans to introduce new products to its core range, including two canned beers.
The brewery’s new look, set to be rolled out in the coming weeks, draws inspiration from its farm brewery status and rural location on a 4500-acre estate at the head of Loch Fyne. Not only will the brewery’s current core range, including flagship pale ale Jarl, be updated, but three beers have been added to the Fyne Ales’ year-round brews.
From December 2018, the Argyll brewery’s Workbench, a 5.5% IPA, and Easy Trail, a 4.2% session IPA, will be available in 330ml cans, and North West, a New Zealand-hopped lager will join them as a permanent keg offering.
“Fyne Ales has always been recognised for the diversity and quality of our beers, but the look and feel of our brand put us at risk of falling behind in this fast-moving industry,” commented Fyne Ales managing director, Jamie Delap. “We set out to create a new identity that better tells the story of who we are and where we come from, but also reflects our ambitions as a modern, progressive brewery.”
Fyne Ales partnered with Glasgow brand and design consultants O Street for the project, working closely with them to create the new look - each beer features stylised textures created using photography from the brewery’s farm estate, chosen to help tell the story of the beer and brewery.
“We’re proud to be a farm brewery; being a working farm in such a historic, beautiful and isolated location is part of everyday life at Fyne Ales,” commented Fyne Ales marketing manager Iain Smith on the new designs. “O Street have created a unique, striking brand identity that celebrates our provenance and we can’t wait to showcase it across our core beers and introducing Workbench and Easy Trail cans.”
Fyne Ales, which launched its small-batch farmhouse and mixed fermentation brewing project, Origins Brewing, in 2017, believes the new, more rustic branding will appeal to its current followers and new drinkers alike.
“We’ve always put quality first as a brewery - our year-round classics have continued to get better and better since we moved production to our 65hl brewhouse in 2015 so there’s no need to change them - but introducing Easy Trail and Workbench in cans and North West in keg gives us our strongest core line-up ever, with something to offer every type of drinker” Delap added.
The brewery also revealed details of three bottled limited specials which will debut with the new branding - Remote Parts, a 7% West Coast IPA brewed in collaboration with Cigar City Brewery; Perfect Silence, a 6.9% red IPA and an 11.1% bourbon barrel-aged version of Brouwerij De Molen collaboration imperial stout, Mills & Hills. All three will be available in 330ml bottles later this month, with Remote Parts also available in keg and Perfect Silence in keg and cask.
The new beers and updated branding will be supported with an ongoing sales and marketing strategy designed to increase brand and product awareness and increase availability of the brewery’s beers. Activity begins today, with the launch of a new Fyne Ales website.