Wainwright: The golden beer

Marston's, a British brewery, increased its market share in the UK by redesigning its bottles to better illustrate its origins and make it stand out in its category.

Design consultancy: Butcher & GundersenAdvertiser: Marston's

Executive Summary

Having acquired the Wainwright brand from Thwaites Brewery, Marston's wanted to turn this award winning Lancashire ale into an iconic national beer.

Inspired by famous local author and fell walker Alfred Wainwright, the beer had a strong local following, but its potential mass appeal beyond the county was unknown.

To complicate matters, the ale market was evolving significantly and new entrants to the category were changing people's expectations and appetites for the types of beers they wanted to drink. Both Marston's traditional ale drinkers and the new young drinkers...

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