By Amy Looker

James Squire has repackaged six beers in its range in a bid to create a stronger identity for each of the James Squire brews.

Each beer now sports a new name and label which is designed to share the history behind the life and times of James Squire.

“We’re extremely proud of our James Squire range – it has set the benchmark for Australian craft beers,” said Ralph Simpson, brand director for James Squire.

“However we found that whilst our drinkers remained loyal to James Squire, they often weren’t sure which beer in the range they were drinking. The beer packaging just looked too similar, so we set about creating a new identity for each brew to help them stand out, while at the same time telling more of the history of the man, James Squire, a charming rouge and of course, Australia’s first brewer.”

James Squire’s chief brewer, Tony Jones, said that the beer inside the bottle remains the same even though the packaging has changed.

“It’s important our loyal drinkers know we haven’t changed the brew. Our flavoursome beers are what set us apart – that and the unique history of James Squire and the Malt Shovel Brewery. We know our beers have unique flavours so it’s very fitting that they now have their own unique label,” he said.

The new names for the beer each represent a chapter in the life of James Squire and include Stow Away (IPA), The Jack of Spades (Porter) The Chancer (Golden Ale), Nine Tales (Amber Ale), Sundown (Australian Lager) and Four Wives (Pilsener).


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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