Batch Brewing Co is rebranding its core range of canned beers, with the new look tinnies and updated core range rolling into the market now.

The rebrand comes as Batch nears its 10-year anniversary and following the brewery joining forces with fellow inner-west brewers, Wayward Brewing Co, in November last year, to establish the Local Drinks Collective.

The brand refresh sees a makeover for Batch’s logo featuring the character with a keg and a pint, as well as a bold new look for the cans. The new look was driven by Batch co-founder Andrew Fineran who enlisted Aussie Illustrator and Designer Clint Weaver, founder of Pocket Beagles, for the design.

“Clint was the obvious choice for us; not only has he shaped a lot of successful brands in the industry, but he’s also worked with us on our Collabathon and Sourfest event artworks throughout the years,” Fineran said.

Speaking about the new look Weaver said: “For this brand and packaging refresh, we set out to create something a bit more modern, without losing the heart of the Batch brand.

“The Batch character was central to this, we wanted to inject them with some personality and take them on an adventure across the core range packaging, ensuring it represented the quality of the beer within, and the diversity of the characters who drink Batch beers.”

The core range of beers have also all been given names with “Pash the Magic Dragon” and “Elsie the Milk Stout” being joined by “Trippy Hippy” West Coast IPA and “The Hip Hip Hop” sparkling hop water. Batch’s American Pale Ale has also undergone a name change and is now referred to as “Marrickville OG” Pale Ale. As well as a new name the Pale Ale has also had a recipe change, as Fineran explained.

“American Pale Ale was our very first brew, initially crafted in my backyard and later perfected at the brewery. While I cherish this beer and its significance to Batch, I believed it was time for a recipe refresh,” he said.

The revamped recipe now boasts a more sessionable 4.8 per cent ABV and a diverse blend of hops.

The newly rebranded Batch Brewing Co range is rolling out in to market now and will be available across NSW, ACT, VIC and QLD. The brewery will be launching the range officially 23-24 September at the Taproom on Sydenham Road, Marrickville.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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