The formerly named, Golden Original, will now be known as Original Lager, complete with a distinct new logo and fresh branding. The introduction of the new look lager will also be supported with significant marketing investment to further raise awareness of the brand.
Golden Original was identified for a re-brand when sales rocketed, as demand for a lower price alternative to mainstream lagers grew among consumers. JW Lees’ consumer research revealed that people loved the taste of the 4% ABV lager, but its look and feel needed to evolve, to appeal to the modern lager drinker, while still retaining the appeal of the brand’s heritage.
The re-brand sees a move towards bolder, brighter branding, using red, blue and gold to ensure Original Lager is instantly recognisable at the pumps. Feedback on the new design has been positive with consumers saying the brand now has a more contemporary and stylish look. The same much loved recipe remains, using 100% British malt, as well as Styrian and Saaz hops.
Talking about the re-brand, William Lees-Jones, Managing Director at JW Lees, said: “JW Lees has been brewing lagers since 1958 and with Original Lager we knew it was popular with those who had already tried it, the challenge was to evolve the brand and appeal to the new wave of lager drinkers, while ensuring current consumers remain loyal.
“We are very excited about the re-brand and believe this improvement in design will help Original Lager stand out in the market.”
Source: JW Lees
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