Franciscan Well will invest significantly in the brand across 2022 and 2023, helping to refresh and renew its offering, as it marks a quarter of a century of brewing.
According to the brewer, customers will also begin to see Franciscan Well’s new visual identity and refreshed brand positioning on its newly designed cans, packaging, and in-store branding in the off-trade, and on pint glasses and beer taps in the on-trade over the coming weeks and months.
Franciscan Well noted that its new visual identity is inspired by modern Ireland and the brewery’s Cork home.
The new designs will capture modern Irish life and community through the ‘inclusion of people, buildings and culture with references to Cork and the brand’s heritage.’
Speaking at the launch of the new brand look, Shane Long, Franciscan Well founder, said, “Franciscan Well has come a long way since we founded the brewery back in 1998, and I am delighted to support Molson Coors as they introduce our new visual identity and refreshed brand positioning, which is going to lay the foundations for the next quarter-century.
“Established on the site of the old Franciscan monastery in Cork, which dates back to 1219, we are proud of our Cork roots and have worked hard to reflect that heritage in our rebrand, while also embracing modern Ireland.”
Well Hazy Pale Ale
As part of the brand refresh, Franciscan Well is also launching Well Hazy Pale Ale, a brand-new hazy beer, to complement the brewery’s existing range of ales and beers, available across the on- and off-trade.
The sessionable 4% ABV hazy beer offers customers ‘low bitterness with a fresh tropical taste’.
Well Hazy Pale Ale will offer even more choice from the Franciscan Well range, and it also appeals to the rapidly growing hazy-beer market, which has seen sales grow over 110% since 2019.
Also commenting on the new brand look, Shane O’Sullivan, sales director, ROI on- and off-trade, Molson Coors Beverage Company, said, “We have invested significantly in this rebrand, to celebrate Franciscan Well’s first quarter-century, with the new look and feel helping to refresh the brand and bring new meaning and relevance for consumers, as we head into our second quarter-century.”
The new beer is available now in the Irish on-trade, with an off-trade launch planned for March 2023.