Winners 2021/ Silver

Project: Kirkstall Brewery Repositioning

Client: Kirkstall Brewery

Design: WPA Pinfold

Without impacting on pricing, a distinctive new design enabled Kirkstall Brewery to grow sales volumes and fill brewing capacity at its new premises.

Having relocated in 2016, Kirkstall Brewery needed to meet significantly increased production capacity at its new premises. The challenge would be to persuade drinkers beyond its loyal fan base to choose its crafted cask beers.

Engaged to reposition the brand, WPA Pinfold recommended a radical strategic change; a switch from bottles to cans, to move Kirkstall into the growing packaged beer market.

A unique and ownable new brand look and feel was created, which speaks of Kirkstall’s quality. The designs of the new canned beer range and custom-made pump clips deliver a real sense of craftsmanship, using tactility and metallic finishes to drive value perception. In a market where many small breweries have to sell at low prices to drive interest, Kirkstall’s design has enabled it to maintain its premium price and positioning.

Highly visible in-store and at bar, Kirkstall is attracting drinkers at the key moment they make their purchase decision. Volume sales leapt in both on-trade and off-trade following the redesign in November 2017, and in less than three years the brewery was able to fill its expanded production capacity. It’s now also exporting to two international markets.