Capitalising on the craft beer trend to shape a strategy
Craft beers have experienced unprecedented growth and, as a result, large brewers have come under increasing pressure to tap into the craft beer movement, but have not always done it successfully. Fuller’s had identified the need to support their flagship brand, London Pride, with a significant new core beer brand that would challenge, both internally and externally, accepted wisdom of what Fuller’s was about.
Fuller, Smith & Turner is a family-owned London brewer, founded in 1845, with a listing on the London Stock Exchange. We helped them identify gaps in their portfolio and exploit the opportunities arising from the UK’s revived ale market by becoming a brand-led business.