Having recently gone through one of the most turbulent times in its 200-year history, Theakston Brewery is on a growth trajectory after revitalising its flagship brand in 2021.
The craft beer revolution had been challenging for Theakston Brewery, but the market was shifting back to mainstream after the Covid-pandemic, presenting an opportunity for the traditional brewer.
Working with WPA Pinfold, the premium positioning of Theakston’s flagship Old Peculier brand was increased through a stand-out design which appeals to both traditionalists and the new generation of craft drinkers.
Spanning packaging formats, range extensions, point of sale and sales materials, the brand design’s premium cues uphold Theakston’s values of quality and authenticity, raising its profile across on- and off-trade. The brewer was able to increase prices, win new trade accounts and develop into new market categories, growing sales 32% between 2022 and 2024. Theakston’s gross profit margins have increased, and it’s been able to re-enter the US market after an absence of over 10 years.
