We’re excited to finally share some exciting news from the brewery about our branding and beers – we really appreciate you taking the time to see what we’ve been working on.
This post is the first of three to introduce you to the re-birthed Van Dieman – this one will give you an overview of what to expect, then we’ll take a look at the new beers, and in the final chapter, go further into the refreshed design and our reasoning behind the shift.
So here it is, the revitalised look – new(ish) logo, new labels, new tap decals, and some new beers. It’s what we at the brewery think better represents who we are, and where we come from, and will help us write the next chapter of our brewery.
– The new look will roll out gradually – today is only the first step of the process that we expect to take a couple of months.
– Our core range will see a shake up. Our incredibly popular Ragged Jack Pale Ale will remain in the fold, and Motor Mouth IPA will continue to be launched at your palate year round, however our White Hills White Ale, Jacobs Ladder Amber Ale and Stack’s Bluff Stout are set for some time on the sidelines.
– Excitingly, this means we’ll be launching 3 new beers as replacements. Early Session Table Beer and Late Hoppy Table beer are styles we’ve developed with a culinary focus in mind to compliment the diverse and extraordinary food offerings we have throughout Tasmania. These will initially be available in 330ml cans followed by bottles.
– Rusty Red IPA is a build on our existing Amber Ale, albeit with significant tweaks, additions and improvement. This will become available just prior to Christmas in 330ml bottles
– Packaged stocks will be phased in as we run down stock with old labels – for some beers, this means we’re going live with new labels today (Ragged Jack, Early, Late) but for others, there will be a transition where you might see both versions on shelves.
– We’ll also be implementing a new packing format, as we phase out existing 4 packs and adopt a 4 pack neck carrier for bottled stock (currently in production)
– The core range of beers (5 lines) will be primarily available in 330ml bottles and kegs, however we’ll have the versatility to periodically throw anyone of them into cans for events, outdoors and those that simply love the option.
– Draught products will be changing over to the new look very shortly – we’re supplying customers with new tap decals, and have some even better versions in production. We’re also working on some custom tap handles as well (more to come on that)
– Digitally, the refreshed branding is live – you’re on the refurbished website and you can check out our social media to see it in action (and ask us questions, and give us feedback).
– Our limited release, Barrel-aged and Estate series will continue unaffected, with some super releases slated for 2019.
Finally, we want to know what you think of the new look. Love it? Let us know via the contact page on the website or fire a comment on social media (Facebook, Twitter, Instagram). We’ve spent some time getting to this point, so we’re keen to hear what you think. Thanks swinging past. Keep an eye out in the next few days for all the information on the beers.
*Early & Late stocks will be available in trade in Launceston tonight (16/11), and Hobart from next week.