Marston’s has placed its home of Burton at the heart of its the brewery’s new branding.

The £1m campaign, which aims to focus on Marston’s story in Burton, features new packaging, pump clips, point of sale materials and a “younger tone of voice to convey a compelling meaning behind each of the brand’s stories”.

In addition to the revamped beer range, Marston’s will develop new small-batch beers in its ‘DE14’ 600-pint innovation brewery.

Named after the Brewery’s postcode, the nano-brewery is situated in the Visitor’s Centre and gives its brewers the experiment with new beer styles and recipes.

Patrick McGinty, head brewer at Marston’s said: “These small-batch beers will turn up at national festivals and events and in bars a bit closer to home initially. Every member of the brewing team want to show what we can do on DE14 – as well inviting some special collaborators to join us too.”

Lee Williams, marketing manager for Marston’s Brewery added: “The harsh reality is that as a brewer, we’re not resonating with the next generation of drinkers who are attracted to the authenticity and simplicity of the new beer scene. For them it’s real and it resonates.

“Talk to anyone working at our brewery in Burton though and you realise that we’re no different and share the same passion and love for what we do.

“So you could say this is just about us presenting ourselves in a new and honest way, as only a true Burton brewery can.

“We need the next generation to consider our beers, perhaps for the first time and discover that they love the taste too – just as generations before have done and still do.”