We’re launching a new design for our flagship TEA – or Traditional English Ale – with the aim of updating the brand while retaining the heritage which has made it one of the leading regional ales in the South East.
The new TEA design will be introduced onto pump clips, bottles and POS from early July. It retains our iconic and widely-recognised Hogs Back hog, but has been pared down to create a cleaner and more modern look. The new packs will be advertised in a press and poster campaign later this year, designed to bring TEA to an even wider audience.
Hogs Back managing director Rupert Thompson said, “Making changes to TEA was something we approached with great caution; drinkers across Surrey and beyond have huge affection for the brand and its popularity has been integral to the brewery’s success since its foundation 25 years ago.
“However, the character of Hogs Back Brewery has evolved over the last few years as we’ve launched new beers such as Hogstar English Craft Lager, London’s Outback and Montezuma’s Chocolate Lager, together with new packaging formats including keg and cans.
“Updating TEA, our most widely-distributed brand, immediately modernises the brewery’s image overall, and ensures all our beers communicate our positioning as a contemporary, innovative craft brewery with a rich brewing heritage.
The redesign builds on recent growth in sales of TEA across the South East. TEA was the first beer to be brewed at the Brewery. It was an instant hit and has remained largely unchanged, other than moving from two hops to a single variety; it is now 100% Surrey Fuggles. It is a full-bodied bitter, brewed in small batches using English malt carefully balanced with all the Fuggles hops grown locally, either in our hop garden adjacent to the brewery, or at Puttenham, just four miles away.
TEA is one of the most popular and fast-growing beers in the South East and we are continuing to expand our presence in this key heartland, enjoying 22% year on year volume growth. Distribution of TEA is at an all-time high in pubs, bars, supermarkets and specialist drinks stores across the region.
Over the summer, we’re also running a “Brewer for a Day” competition via neck collars on 85,000 bottles sold in supermarkets. The competition offers one winner a VIP day at the brewery, helping head brewer Miles Chesterman and the team with the day’s brewing, lunch with the Hogs Back team and overnight accommodation. The winner will take their prize visit during September, when Hogs Back will be harvesting the hops from their hop garden, making the day a genuinely unique experience.