KBE Drinks has announced a major new rebrand and repositioning for its biggest brand, Kingfisher.

Set to go live in June, the new look offers a more premium, modern feel to the brand and will support its continued drive into wider sales channels. The rebrand will include new look labels and outer packaging, as well as new glassware, a new font and POS materials for the on trade.

Core to the rebrand is the tagline of ‘Look up and see the beauty’ which will be front and centre of a heavyweight consumer marketing campaign focusing on encouraging drinkers to be more present in their lives and appreciate the beauty all around them.

Shaun Goode, chief operating officer at KBE Drinks, said: “This new look and feel will really maximise its appeal to those consumers who are looking for an authentic, premium world lager with a genuine backstory. Finally, we’re really excited to be bringing the whole rebrand to life through our ‘Look up and see the beauty’ marketing campaign, which will encourage consumers to think about their well-being, take a digital detox and appreciate the world around them by enjoying real-life experiences that improve mental and physical health, which should really resonate with our target audience.”