Sydney Brewery Unveils Major Brand Refresh Via Boldinc
Beer and cider producer, Sydney Brewery, has unveiled a radical new image as it aims to widen its market horizons while retaining its authentic Sydney heritage.
Sydney Brewery, which has breweries in both Surry Hills and the Hunter Valley, engaged branding specialists Boldinc to reinvigorate the brand and provide a fresh new look for future expansion.
Established by legendary hotelier Dr Jerry Schwartz in 2012, Sydney Brewery has made its name for its distinctive, Sydney-themed beers and ciders, such as Paddo Pale, Darlo Dark, Manly Perry and Sydney Cider.
Earlier this month, Sydney Brewery was named Champion Small/Medium Brewery in the Royal Queensland Food & Wine Show, while the Sydney Brewery Pilsner was declared Grand Champion Beer of the Show.
The bold new designs are complemented by a new descriptive – All Kinds of Different – to reflect Sydney Brewery’s eclectic range of beers and ciders, as well as the fresh seasonal brews that will be produced throughout the year.
Sydney Brewery marketing manager Richard Feyn said that after a decade of marketing the beers and ciders through quirky, irreverent names, it was time for a major brand refresh, as the company expanded beyond their traditional Sydney home base.
“While we have had our roots in Surry Hills since 2004, it became a little complicated when we added even larger production facilities in Lovedale in the Hunter Valley in 2014,” he said.
“It did lead to something of an identity issue with the trade and even some of the public as we started expanding into interstate markets. We also broadened our range significantly, with cider becoming a very important component of the business, so we concluded we needed to revise and renew our brand DNA.
“Bold Inc have done a great job in identifying where we sit as an independent brewery, which also specialises in cider. While popular and clearly a signature for us, our strategy of naming our products after Sydney suburbs had become a bit limiting, plus our design had become rather static.
“However, we certainly won’t forget that our roots lie in the melting pot that is contemporary Surry Hills, so our new look embraces the idea that our beers and ciders – just like our team and our loyal drinkers – represent ‘all kinds of different’.
“We have also made a conscious decision to move away from being tagged a ‘craft’ brewer to an ‘independent’ brewery. We will build the new branding around having a core range that has the flexibility to accommodate multiple limited releases each year.”
Bold Inc’s creative director Steve Smith said: “As independent brewers, Sydney Brewery’s second-biggest asset (behind their awesome beers) is the stories these beers can tell, and we’re proud to help them tell those stories through this redesign.
“We really wanted to build a brand that captured the eclectic bunch of characters behind the brewery. The down to earth, the quirky, the artistic and the unexpected aspect that is at the heart of Surry Hills, part of Sydney that you can’t put into a neat little box. We reckon it’s the one place where the true character of Sydney all comes together: a unique mix of grit & polish, where no-one’s a local but everyone’s welcome.”
Sydney Brewery is currently retailing its beers and ciders in cans, and on tap at a range of hotels and restaurants, including Sydney Brewery Restaurant and Bar in Surry Hills, where the brewery is also located. A larger scale brewery operates in Lovedale in the Hunter Valley.
Please login with linkedin to comment
sydney breweryLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.