Batemans' bottled beers clearly looking better

v
	l One of the new Batemans bottle designs

September 26, 2006: Lincolnshire family brewer Batemans has launched a new minimalist look for its 500ml bottled beer range.

The eight-strong line-up - unusual in that it is entirely suitable for vegetarians and vegans - has gone from strength to strength in recent years, with sales rising from 1,000 to more than 7,000 barrels.

The September launch of Autumn Fall, a new, smooth amber ale, joins Batemans’ seasonal bottled beer series which also includes Spring Breeze, Summer Swallow and Rosey Nosey. Its XXXB (Triple XB), Combined Harvest, Victory Ale and Dark Lord beers are available all-year round.

The re-branding involves bottling the lighter beers - Spring Breeze, Summer Swallow and Combined Harvest - in clear glass and a complete re-design of the labels across the range.

Other elements encompass the embossing of Batemans’ ‘Good Honest Ales’ logo and details of its independence since 1874 on all bottles, as well as the listing of numerous awards won by individual beers on neck labels.

Stuart Bateman, managing director of Batemans said: "We are aware that consumers want information on labels to be clear and concise. In response to this we have highlighted the major points about each beer on the back label, in bold red ink.

"We have also produced a simple bar chart which gives each beer marks out of ten for five distinctive characteristics; aroma, bitterness, fruitiness, maltiness and spiciness.

"In addition, world renowned beer writer Roger Protz, has written descriptions of the beers from the drinker’s perspective. I’m delighted to report that initial feedback from consumers and retailers has been very positive."

The new bottles and labels have been re-designed by Stuart himself, working closely with Redfearn Glass, OPM Labels and Strangebrew.