McEwans brand revival

Brand development andevolution, packagingdesign, merchandising andrelaunch support materialfor McEwan’s Scotch Ale, byWells & Young’s.

In-depth research led to rediscovery of historic brand asset.

Frame

The McEwan’s name had been synonymous with beers since 1856, and one of the most successful and best-loved export products was McEwan’s Scotch Ale, fondly known as ‘Red Top’ by its legions of fans. Unfortunately, because of a series of mergers and acquisitions, focus on McEwan’s Scotch Ale had dwindled until Wells & Young’s bought the brand from Heineken UK as part of a wider £20m, multiple-brand, deal.

Our brief was to resurrect McEwan’s Scotch Ale, which had ceased production under Heineken, and reconnect the brand with its existing fans (who regularly clamoured for its return on social media channels) and introduce it to a new generation of beer drinkers.


Create

Bonfire researched the history of the McEwan’s Scotch Ale brand in detail and found that in the first half of the 20th Century, the beers had been advertised with illustrations of a distinctive blue/green tartan. After further research with the Scottish Register of Tartans, we discovered that this tartan design had, in more recent history, been formalised, registered and protected as ‘The McEwan’s 1856’ by the renowned Scottish tailors, Kinloch Anderson. Kinloch Anderson also told us that the tartan had been used for staff uniforms at the former Fountainbridge Brewery.

This research was a deal clincher in the design process and the previous generic red tartan (seen on the last production bottle) was replaced with ‘The McEwan’s 1856’, a tartan steeped in the brand’s history. The ‘Red Top’ was also kept for posterity.


Deliver

As well as devising the new branding for the relaunch of McEwan’s Scotch Ale, we designed the bottle labels, four and six-pack cartons and outer shipping cartons, bar lenses, as well as drip mats, bar runners, glassware and other on-trade promotional materials.

McEwan’s Scotch Ale was launched in the USA and Canada. Since then Wells & Young’s has also launched the brand in Italy on draught.

Successful modernisation and relaunch of a heritage export brand.

This project was about taking a very traditional and much loved beer, which had had no TLC for a number of years. The old design was very traditional and very dated. The concern was to not over modernise it as that would have been the wrong direction. The design needing updating but be sympathetic to the origins of the beer’s heritage. Bonfire came up with a number of excellent options for us and worked tirelessly on the details of the tartans used. The result has been well received from the beer lovers in North America, who are quite possibly the most enthusiastic beer lovers I have ever come across.

Head of International Marketing, Wells & Young’s Brewing Company