The Orkney Brewery Releases New Runic Range Of Canned Beers
This is the first time the Orkney Brewery has offered canned beers, which will primarily be aimed at the UK market.
The Orkney Brewery is set to add three new canned beers to its renowned cask, bottle and keg portfolio, it was announced this week.
This is the first time the Orkney Brewery has offered canned beers, which will primarily be aimed at the UK market.
Launched as the Runic Range, there will be three styles available - SKARA Blonde IPA, HAFN Helles Lager and BRODGAR Bere, Beer. They will all be in 440 ml size, with striking new designs using rune symbols linking to key locations and landmarks in Orkney.
The beers will initially be available in the brewery’s new shop – set to open in Kirkwall very soon - the brewery itself and online through the brewery website. The plan is also to introduce the range to independent speciality Off Trade stores.
Norman Sinclair, managing director of the Orkney Brewery, said: “We wanted to introduce a canned range in response to customer and consumer requests, but didn’t want to just to re-format what is an already extremely successful and authentic premium bottled portfolio. Our new cans therefore represent an incremental step forward for the brewery, building on our achievements to date, while hopefully appealing to new customers and the many visitors who travel to Orkney each year.”
Craig Steven, the Orkney Brewery’s commercial manager, added: “We were very keen to introduce the iconography of runic symbols to the branding for the new range to reflect the Norse legacy of the islands. We spent several months pulling this together, piece by piece, and wanted to tie in the launch with the imminent opening of the new brewery shop in Kirkwall. We’re delighted with the beers and believe the packaging is striking, unique and maintains our premium appeal, which is what is driving our performance across all channels.”
