UK beer brand gets award

Modern Brewery Age,  May 30, 2005  

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"The Beer to Dine For," a brand fielded by Greene King of the United Kingdom, has been awarded the "FAB and FABULOUS" Award in the Alcoholic Drinks packaging design category, at the 2005 International Food & Beverage Creative Excellence Awards. The beer was brewed by Greene King using American Tettnang hops to "create a dry beer with an aroma bursting with tones of melon and a fruity flavor."The beer was launched in May 2002, but the company decided to enhance the packaging. The revamped "Beer to Dine For" brand takes its cue from wine packaging. A new bottle, created in 2004, was inspired by both beer and wine bottles. London, England-based Design Bridge, "The 'carafe' style bottle with high shoulders and waisted neck is elegant but not overtly feminine in style-attractive to both male and female consumers."

A 750ml bottle was been developed for use in on-premise restaurant accounts, and a 330ml bottle was developed for off-premise.

"The label utilizes a deep purple as a backdrop to a new iconic brand identity," Design Bridge said. "The icon uses the bottle shape combined with a fork and piercing the word 'beer'--reinforcing dining cues. The label is completed by the addition of the Greene King marque and established date. A band around the bottom of the label contains the name of the hops used in the beer and provides a means of introducing further extensions to the brand in the future." The designer added, "Subtle beer cues have been retained to avoid alienating traditional beer drinkers, however emphasis has been placed on distinguishing the beer as a unique product, therefore creating its own category within the alcoholic drinks segment."

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