London-based Fourpure has undertaken a refresh of its can range, a move that underlines the message that its beer is brewed and canned in the capital.
The new cans feature extended tasting notes designed to help beer drinkers identify which beer they’d like to try.
The range will also features a creative representation of their ‘brewed and canned in London’ proposition.
Daniel Lowe, co-founder of Fourpure, explained: “Provenance is increasingly becoming a key factor in the purchasing decision for beer drinkers so we wanted to make it clear that we still brew and can in London, our home.
“Beer drinkers are increasingly knowledgeable with regards to the different flavours across beer styles – we wanted to reflect this in our new style descriptors and tasting notes, and crucially make craft beer more accessible to new audiences.”
Earlier this year Fourpure announced it was to follow 2016’s £1.6m investment in a canning and packing line with a new four vessel Craft-Star brewing system from GEA and additional new equipment.
The Craft-Star brewing system is the first of its kind to hit the UK, while the £2m spend also includes an upgraded centrifuge, a carbonation module, additional indoor/outdoor chillers, malt and spent grain silos and 12 x 200hL fermentation tanks.
Speaking at the time, Lowe said: “We are funding this most recent expansion of our business in a traditional way through a combination of lending, borrowing and reinvestment.
“We are delighted that so many people enjoy our beer and this investment will help us to continue this exciting path to becoming one the UK’s leading craft brewers.”