New look for Sydney Brewery

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Award-winning independent beer and cider producer, Sydney Brewery, has unveiled a radical new image as it aims to widen its market horizons while retaining its authentic Sydney heritage.

Sydney Brewery, which has breweries in both Surry Hills and the Hunter Valley, engaged branding specialists Boldinc to reinvigorate the brand and provide a fresh new look for future expansion.

Established by legendary hotelier Dr Jerry Schwartz in 2012, Sydney Brewery has made its name for its distinctive, Sydney-themed beers and ciders, such as Paddo Pale, Darlo Dark, Manly Perry and Sydney Cider.

Earlier this month, Sydney Brewery was named Champion Small/Medium Brewery in the Royal Queensland Food & Wine Show, while the Sydney Brewery Pilsner was declared Grand Champion Beer of the Show.

The bold new designs are complemented by a new descriptive – All Kinds of Different – to reflect Sydney Brewery’s eclectic range of beers and ciders, as well as the fresh seasonal brews that will be produced throughout the year.

Sydney Brewery marketing manager Richard Feyn said that after a decade of marketing the beers and ciders through quirky, irreverent names, it was time for a major brand refresh, as the company expanded beyond their traditional Sydney home base.

“While we have had our roots in Surry Hills since 2004, it became a little complicated when we added even larger production facilities in Lovedale in the Hunter Valley in 2014,” he said.

“It did lead to something of an identity issue with the trade and even some of the public as we started expanding into interstate markets. We also broadened our range significantly, with cider becoming a very important component of the business, so we concluded we needed to revise and renew our brand DNA.

“Bold Inc have done a great job in identifying where we sit as an independent brewery, which also specialises in cider. While popular and clearly a signature for us, our strategy of naming our products after Sydney suburbs had become a bit limiting, plus our design had become rather static.

“However, we certainly won’t forget that our roots lie in the melting pot that is contemporary Surry Hills, so our new look embraces the idea that our beers and ciders – just like our team and our loyal drinkers – represent ‘all kinds of different’.

“We have also made a conscious decision to move away from being tagged a ‘craft’ brewer to an ‘independent’ brewery. We will build the new branding around having a core range that has the flexibility to accommodate multiple limited releases each year.”

Bold Inc’s creative director Steve Smith said: “As independent brewers, Sydney Brewery’s second biggest asset (behind their awesome beers) is the stories these beers can tell, and we’re proud to help them tell those stories through this redesign.

“We really wanted to build a brand that captured the eclectic bunch of characters behind the brewery. The down to earth, the quirky, the artistic and the unexpected aspect that is at the heart of Surry Hills, part of Sydney that you can’t put into a neat little box. We reckon it’s the one place where the true character of Sydney all comes together: a unique mix of grit & polish, where no-one’s a local but everyone’s welcome.”

Sydney Brewery is currently retailing its beers and ciders in cans, and on tap at a range of hotels and restaurants, including Sydney Brewery Restaurant and Bar in Surry Hills, where the brewery is also located. A larger-scale brewery operates in Lovedale in the Hunter Valley.

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