The Lip - XXXX rebranding and WA Beer Week
The Lip - XXXX rebranding and WA Beer Week

Long-time beer drinker and The Sip editor Ross Lewis casts his eye over the kegs from here and abroad.

There is a new look for an old favourite.

Australia’s leading beer, XXXX Gold, has tweaked its image with a bold new image for the brand, which is now 135 years old.

The XXXX range, which includes the mid-strength Gold, Summer Bright and Bitter, have undergone a label transformation.

But there is still the unmistakable gold colour and the four crosses which have made the Queensland brewer so famous.

Jack Mesley, XXXX Marketing Manager said: “Since 1878, XXXX has proudly been a part of the fabric of Australia and much like the iconic XXXX Brewery, the brand has grown and evolved.”

“It was time for a change. Our drinkers wanted it and it was an important step for us to ensure we continued to remain relevant for the next 135 years.

“The new XXXX identity really dials up what XXXX is all about; beers that are perfect for the great Aussie lifestyle, but also respects the 135 year heritage of XXXX. We asked for feedback from our drinkers as we worked up the designs and what we received was overwhelmingly positive,” said Mesley.

Most importantly, whilst the packaging has undergone a major change, there is no change to the beer.

New branding will also be introduced right across the country encompassing everything from pub awnings to football jerseys.

More details have been announced for WA Beer Week, one of the premier craft brewing festivals of the year.

This year’s event will run between October 25 to November 2.

Organisers expect to eclipse the 25 local, interstate and overseas breweries that participated in last year’s series.

Beer Week Event Director Reece Wheadon believes the evolution of the past two years events will keep rewarding brewers and venues in 2014.

“Last year we saw huge growth in non-craft venues getting involved rather than all breweries or all craft focused venues. The majority of people coming through the events were new to craft beer and we hope to see them and their friends again this year,” Wheadon said.

With the craft beer segment growing while overall beer consumption declines, events like WA Beer Week are the perfect fit within a shifting market.

“Consumers are getting curious, it’s no longer get a beer and stick to it, there’s experimentation and growing knowledge” said Wheadon.

“Gateway beers like James Squires & Little Creatures have opened the minds of a generation of consumers for the likes of Feral to take them to the next level.”

WA beer registrations are now open and close on August 7.

The West Australian

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