Fuller’s has unveiled a completely new design for its premium bottled ales portfolio and has refreshed the London Pride label.

The new-look bottles are sleeker and taller-looking, while the label has been placed higher up to ensure that the brand stands “head and shoulders” above their competitors, said Ian Brady, managing director of The Fuller’s Beer Company.

“The decision to change the existing bottle was not taken lightly, as it had done a fantastic job for us in its current guise for around 20 years. However, with single bottle purchases the largest sales format in the off trade, stand-out on shelf has become critically important,” he added.

The new London Pride label consists of a more modern look which will eventually translate into other packs formats.

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