Green's Gluten Free Beer

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Green's Gluten Free Beer

Agency: WPA Pinfold

Executive summary

Green's Gluten Free beers are specially brewed for coeliacs, both by using alternative grains to wheat and barley, and by de-glutenising the beers. We rebranded Green's Beers and redesigned and repositioned the packaged range of beers, to sit proudly on shelf in the mainstream beer category - as well as premiumising the range in its existing Free From category. The previous branding had more of a pharmaceutical 'look' and had been designated to the Free From aisle in the supermarkets, it had no presence in the beer aisle.

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