Fifteen months on from a dramatic redesign of its Premium Bottled Ales (PBAs), independent family brewer Badger Brewery has seen a 50% uplift in sales, driven by more frequent and larger purchases and new drinkers choosing the brand.
In the 12 weeks to 29 September 2024, volume sales of Badger PBAs grew by 51.6% compared to the same period in 2023 (Kantar), and against a 10% decline for the overall PBA category.
Over the 12-week period the number of shopping trips where Badger ales were purchased increased by 12%, and consumers bought on average 37% more beer on those trips. The brand also expanded its reach, with 231,000 consumers buying Badger ales – an increase of 10%.
The Badger PBA range was relaunched in September 2023, following a comprehensive review of the Badger portfolio and in-depth consumer research by IGD, with an ambition to both revive the brand and provide a shot in the arm to the ailing PBA category.
New, vibrant designs were introduced, featuring illustrations of wildlife characters from the brewer’s Dorset homeland, giving them real stand out on the PBA fixture. Clearer on-pack taste guidance helps consumers to make a purchase.
Giles Mountford, head of brand marketing for Badger Brewery, said: “Making root and branch changes to a much-loved brand like Badger wasn’t done lightly, but with the PBA category in long-term decline, we felt bold action was needed.
“The relaunch was anchored in consumer research. They told us the PBA sector was a ‘sea’ of similar-looking, old-fashioned labels without clear taste guidance, so we tackled that head on in the redesign. They also told us authenticity was important, so the characters on the bottles weren’t fabricated for the relaunch, they’ve always been part of the Badger story.
“By giving the beers a more contemporary feel, we’ve been able to capture some of the many consumers who drink across both the craft and PBA categories, but we’ve also retained our loyal Badger drinkers, many of whom are now purchasing more of their favourite beer.”
The relaunched PBA range features eight beers, each with its own quirky wildlife character, including a boxing hare and a stoat pouring coffee, which appears on Master Stoat. Launched at the same time as the range redesign, Master Stoat is riding the wave of the stout boom and enjoying impressive sales growth: volumes were up by 28% in the 4 weeks to 1 December 2024, compared to 4 weeks to end January in the same year.
Mountford added: “Although the PBA category overall is still in decline, the growth of Badger within it shows that a new approach can buck the trend. While we’ve seen some commoditisation with the category, we believe there is still value in it, hence our significant investment. If other brewers now start to evolve their own brands, we could see a renewal of the PBA category.”
