St Austell Brewery has unveiled a new look for its flagship IPA, Proper Job which will hit pubs and supermarkets across the UK from this month (March 2024).

The independent, family-owned company has evolved the brand to continue to drive loyalty with its existing drinkers, as well as attracting a broader audience.

The inspiration behind the rebrand was to fuse heritage and heartfelt craft with relevance for today’s market. It features a striking new typeface and Proper Job’s iconic green is more prominent to maximise stand out.

A completely new brand world will be rolled out. This includes new glassware and pump clips in pubs, as well as new look bottles and can packs in supermarkets. The rebrand is being supported with a multi-channel marketing campaign which will launch in the spring. 

Laura McKay, St Austell Brewery’s Marketing & Communications Director, said: “Since the brand launched in 2006 the beer category has changed significantly, and it had been a little while since Proper Job’s look had evolved. Proper Job is a famous Cornish phrase meaning ‘a job well done’.

“Just like its name, we’ve spent over a year perfecting the beer’s new look and testing it with beer drinkers and fans of the brand. Our investment in the brand is all about honouring Proper Job’s loyal drinkers with a design that doesn’t stray too far from its roots, as well as reaching new audiences with its fresh look and feel. There’s absolutely no change to the much-loved IPA’s recipe.”

Proper Job was one of the first IPAs to hit the mainstream beer scene in the UK in 2006 and has gone on to become one of the country’s most well-recognised and award-winning premium ales. Packed full of vibrant citrus, pineapple, and resinous flavours, it’s expertly balanced with a crisp, bitter finish. A bold original with reliable quality in every sip.

Proper Job is available in pubs nationwide (4.5% abv) as well as 500ml bottles (5.5% abv) and 4 x 440ml can packs (5.5% abv) in all major supermarkets across the country.