Theakstons

9th January 2006

Manitowoc Beverage Systems, one of Europe's leading suppliers of drink cooling and dispense equipment, has manufactured 13,000 pump clips as part of T&R Theakston brewery's rebranding of its premium ales.

The clips, for the brewery's core beers, Mild, Best, XB, Black Bull and Old Peculier, were designed by WPA Pinfold and manufactured by Manitowoc Beverage Systems' brands dispense division at its recently upgraded Halesowen plant in the West Midlands.

The new pump clips have been designed to give the Theakston ales, particularly the flagship Old Peculier brand, a stronger, more contemporary identity and greater prominence on bar tops. The clips incorporate the company's redesigned logo which has been given a new shape and builds on Theakston's trademark, the Official Seal of the Peculier of Masham, to deliver a contemporary yet classical appeal reflecting the brewer's heritage and its 'legendary ales'. The pump clips are produced in cast brass with enamel infills to emphasise the authenticity and quality of the beers.

The rebranding extends to Theakston's five seasonal ales and Manitowoc Beverage Systems is also manufacturing temporary pump clips for these beers. The new designs are a series of colourful illustrations to give strong visual impact and cohesion to the range.

The complete rebranding and repositioning exercise follows the Theakston brewery reverting to family ownership after 20 years and extends from the company's corporate identity to individual branding, packaging, merchandising, advertising and its website.