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We have today announced the appointment of a new Managing Director of Beer and an exciting new look to our range as part of an ambitious growth plan for our Curious beer and cider brand.
Gareth Bath joins the Chapel Down Group from Brewdog where he was formerly Managing Director of UK and International. Gareth takes on the new role of Managing Director, Beer, with immediate effect and will be responsible for the growth and development of our premium beer and cider brands.
Frazer Thompson, CEO of Chapel Down Group plc, commented: “It’s a very exciting time at Chapel Down. Not only are we challenging the greatest brands of wine in the world with our wines, but have also developed Curious as a unique and distinctive proposition in a thriving but competitive beer marketplace. We have been excited by the success of the beer, but we think there is a truly huge opportunity.
“Gareth will bring a new level of energy and expertise to grow the Curious business and brand to greatness. With his blue-chip background and the tremendous success he enjoyed with Brewdog, he’s a great addition to our Board and will give the whole business an immediate boost.”
Gareth Bath added: “I’m really excited to be joining Chapel Down. They’ve created a fantastic brand in wine and they have a great team. I love the proposition on the beers – they are unique – and I am looking forward to building the new brewery, creating a great team, giving the consumer an amazing experience and exciting the trade. We can take Curious onto the world stage.”
The range, which includes a lager, IPA and cider, are all produced using winemaking expertise. The flagship Curious Brew (4.7% ABV) is a lager beer re-fermented with Champagne yeast and a late hop ‘dosage’ for a unique and distinctly premium proposition. In line with ambitious growth plans, the Curious range has undergone a brand refresh including new look packaging.
With its new packaging centred around the brand’s strapline; ‘Made by Winemakers’, the new 33cl bottle shape nods to the silhouette of a sparkling wine bottle, while the corkscrew question mark logo is a subtle link back to its winemaking heritage. The new bottles (RRP £2.00) also feature pressure sensitive labels and neck labels referencing its respective product category; such as ‘Lager of England’, ‘Ale of England’, ‘Cider of England’.
Frazer Thompson said: “The beer drinkers’ palate is changing and consumers want more. The wine expertise we bring is the difference. It’s a sensational beer.
“We wanted to create a new look for the brand that did justice to the beer and stands out in a crowded market. It reinforces Curious Brew as a highly premium English lager with a winemaker’s complexity, style, intelligence and elegance.”
Refreshed packaging will roll out across the range, which includes Curious Brew (4.7% ABV), Curious IPA (4.4% ABV) and Curious Apple (5.2% ABV), from October 2017.