Founded in 1882, Wrexham Lager is one of the oldest lager breweries in Britain and has unveiled its rebrand at an exciting time for the region following the launch ‘Welcome to Wrexham’ on Disney+, which centres on the local football team being taken over by Hollywood actors Ryan Reynolds and Rob McElhenney.
Drinks industry veteran James Wright joined the brewer in September 2023 and has overseen a period of incremental growth since. He set out his plans during an extended interview with Food Manufacture in December 2023.
Building on the Wrexham Lager’s longstanding heritage but with a modern twist, the brand refresh includes a simplified logo, new labelling and an update of its key marketing touchpoints. It also features a “stronger, brighter, and more impactful colourway”, with the brand’s traditional blue used on the Lager and a premium black now signifying its Export range.
The brand refresh will appear across the brand’s Lager and Export ranges, including the existing 330ml bottle in different pack formats, 5L keg and on-trade font badges. Wrexham Lager is also extending its refresh across a brand new 440ml can format in both the Lager and Export.
Commenting on the rebranding, Wright said it was part of a major step in the brewer’s “next phase of growth”
“We believe it will have a significant impact across our current and prospective routes to market,” he continued.
“We’re creating a consistent brand which we can build on across all territories around the world, utilising our fantastic history.”
Reflecting on the current state of the competition, Wright added: "The lager market in the UK is dominated by international beers, particularly European, and as a proudly Welsh Lager produced by the oldest brewery in the UK, we believe the quality of our products and new identity can help to strengthen the UK’s offering.
“We strongly believe there’s a meaningful opportunity for the brand to grow and become a much-loved favourite of lager drinkers up and down the country, as well as secure interest to introduce the great tasting products of The Wrexham Lager Beer Co to all the far-flung corners of the world. We’re here to standout in the category and we’re now in a fantastic position to do so.”
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