Independent family brewer Badger Brewery has seen sales for its premium bottled ales (PBAs) grow by 50 per cent since relaunching the line in September 2023.

The feat is more impressive considering the overall PBA category has declined by 10 per cent.

Based in Blandford St Mary, the brand has also reached 231,000 consumers over the past 15 months – up 10 per cent.

The relaunch came after a comprehensive review of the Badger portfolio and consumer research by the Institute of Grocery Distribution (IGD).

In response, the team jazzed up their bottles with vibrant illustrations of wildlife characters from their Dorset home, helping them stand out among competitors.

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 wildlife character – including a boxing hare and a stoat pouring coffee, which appears on Master Stoat.

Launched at the same time as the redesign, Master Stoat is riding the wave of the stout boom and enjoying impressive sales growth, with volumes up 28 per cent in the 4 weeks to 1 December 2024.

Giles 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.”

• badgerbeers.com