At 300g the new London Pride bottle – designed with packaging giant Ardagh Group and branding agency Jkr – is 80g lighter than its predecessor and is already in the marketplace.
Fuller’s is currently rolling-out the new label to other pack formats, including the draught version of the beer.
Ian Bray, MD of The Fuller’s Beer Company (pictured) said: “We spent the last year designing this bottle. The brief that we gave the agency is that we wanted it to be elegant and tableworthy, and really give us an opportunity to take London Pride back to its premium position in the marketplace.
‘You get a great size impression’
Fuller’s took many of its cues from wine, since it thought the bottles were particularly attractive and elegant, Bray added.
“It’s not actually more than 1mm taller than our current bottle, but you get a great size impression because we’ve moved the label further up the bottle so that you see it much more easily on shelf,” he said.
“And also it looks nicer if it’s sitting on the table.”
Noting the embossed representation of the River Thames that features on the bottle front, Bray said: “That’s a representation of the River Thames.
“We sit by the Thames. We’ve been here since 1845 and we’re very proud of our association with London,” he added.
“But we tried to make it [the bottle] more modern – we’ve pulled the ‘L’ and the ‘N’ outside of the shield for a bit more modernity, and moved the whole label up the bottle so that it stands proud.”