Marketing

Franciscan Well launches new look

Cork-based craft brewery Franciscan Well has launched a new visual identity and a refreshed brand positioning as it celebrates 25 years in 2023.
The new Well Hazy Pale Ale is currently available in the on-trade with an off-trade launch planned for next March.

The new Well Hazy Pale Ale is currently available in the on-trade with an off-trade launch planned for next March.

 

 From this month consumers can see the new look reflected on cans, beer taps and pint glasses.

Franciscan Well-owner Molson Coors intends investing significantly in the brand across 2022 and 2023, helping to refresh and renew its offering as the craft brewery marks a quarter of a century in brewing. A launch campaign embraces and celebrates the craft brewer’s Cork heritage and this will run for the remainder of 2022 and continue into 2023.

The rollout of the campaign includes an Above-The-Line media campaign to run across trade media, social media and a national billboard campaign.

Customers can also see the new visual identity and refreshed brand positioning on its newly-designed cans, packaging and in-store branding in the off-trade, as well as on pint glasses and beer taps in the on-trade over the coming weeks and months.

To celebrate the launch of this new brand offering, Franciscan Well held a launch event last night in Cork which featured Irish comedians and musicians.

As part of the brand refresh, Franciscan Well is also launching Well Hazy Pale Ale, a new hazy beer to complement the brewery’s existing range of ales and beers.

The rapidly growing hazy beer market has seen sales grow by over 110% since 2019 and Franciscan Well’s sessionable 4% ABV hazy beer offers customers low bitterness with a fresh tropical taste.

The new beer is currently available in the on-trade with an off-trade launch planned for next March.

Franciscan Well Founder Shane Long is delighted to support Molson Coors’ introduction of Franciscan Well’s new visual identity and refreshed brand positioning.

Established on the site of the old Franciscan Monastery in Cork, which dates back to 1219, we’re proud of our Cork roots,” he said, speaking on the launch of the new brand look.

 

 

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