Queensland’s favourite beer, Castlemaine Perkins’ XXXX Gold, has been given a brand facelift with new-look cans, stubbies and cartons set to hit the Australian market this week.
While no changes have been made to the iconic brew, the packaging has been updated to include more use of the colour yellow, reducing the well-known gold colour, and the addition of the Mr Fourex character—recently voted by Queenslanders as a state heritage icon—to bottle caps, cans and cartons.
Gentil Eckersley was the design agency on the revamp.
Castlemaine Perkins’ managing director Ken Freer said the change was important to ensure the brand maintained a modern image and reflected its status as the number one selling beer in Queensland.
“All brands need to keep up to date. We’ve made a few changes to ensure XXXX Gold has a fresh look whilst continuing to acknowledge the heritage of this iconic beer,” Freer said. “Mr Fourex is an important part of XXXX and therefore should appear on the brand.”
The new packaging also places more emphasis on the XXXX Gold shield label, which is now larger in size, includes the brewery watermark on cans and cartons, as well as a better description of the beer that will, for the first time, reveal its “secret” ingredient.
“We are the only brewery in the world to use select golden cluster hops in our beers, [which is] essential to creating the distinctive XXXX Gold flavour,” Freer said.
“We thought it was important to tell XXXX Gold beer lovers about this special ingredient we’ve been keeping secret for some time”.
Castlemaine Perkins does not plan to support the new branding initiative with an advertising campaign at this stage.
