Peterborough brewery Oakham Ales has unveiled a new look for its award-winning beers.
The brewery, in Maxwell Road, has created the new branding following extensive talks with its customers to find out how its beers were perceived and appreciated.
The branding will come into use next year as the brewery celebrates its 25th anniversary.
Using the information, the company redesigned packaging for a more contemporary look and will incorporate tasting notes based on client feedback on its bottles.
Details of the hops used will be included on bottles while words often used by customers about the beers have been added to bottle labels and pump clips.
Research using an eye-tracking device at PubLab to find out how customers made their choice and what attracted them.
Managing director Adrian Posnett said: “Customer satisfaction and feedback is absolutely pivotal to what we do at Oakham so what better way to ensure that remains so than by ensuring we are talking the same language as our customers.”
“Our accessibility for customers and stockists is a big part of what makes Oakham so successful.
“We want to know how we can keep them happy, and we really take pride in the personal touch in our business relationships, so we feel this innovation is a positive and imaginative way to keep things that way.
He added: “All of this will be used to make sure we keep Oakham in pride of place on bars and shelves, and thanks to the new tasting notes, you know when you buy an Oakham beer, it will be exactly what it says on the label.”