The Perfect Palette of Pints
The Chiltern Brewery, Buckinghamshire, has teamed up with innovative design agency, Dirty Design, to create a series of clever, fresh, ground-breaking and industry re-defining pump clips that change existing ideas about this ‘point of sale’ concept.
What they have developed is a range of full-scale curved pint glass pump clips in superb visual colour representation with a wrap around beer barrel ‘hoop’ in ‘weathered metal’, that creates a stunning visual effect. The clips are made of curved fomex with deliberate use of finished textures – gloss for the glass and satin for the head.
The eye-catching clips also display concise and mouth-watering tasting notes –another important development – and the % vol – to inform the consumer at the point of purchase and to act as the perfect promotional tool for the brewery.
“We are one of the oldest micro breweries in the country and as part of our recent rebranding exercise inspired by the celebration of our 30th anniversary in 2010, we decided it was time to look closely at the whole concept of pump clips – both from the industry perspective and as part of our clear new draught ale identity” says Head Brewer of The Chiltern Brewery, Tom Jenkinson. “We are thrilled with our ‘perfect palette of pints’ with an innovative design and clear tasting notes to whet the appetite” he adds.
Pump clips are a key marketing tool for a brewery. In a competitive market against big name beer brands a company such as The Chiltern Brewery has very little time – possibly only a number of seconds – to communicate with the consumer and successfully ‘sell’ its product. When you walk into a pub the number of different beers on offer can be overwhelming. In fact market research suggests that customers are often unwilling to ask bar staff for help when ordering and need more immediate information to guide their choice.
“We have worked very closely with the manufacturer to redefine what is possible in terms of materials” says Tom Jenkinson. “By accurately representing our own branded beer glass along with the colour of the beer we reinforce our brand message. The aim is to break down barriers to customers less confident in choosing which beer to buy by clearly displaying the style on the pump clip image – a picture says 1,000 words. Our Brewery name and logo has also been clearly displayed.”