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Freedom Brewery, best known as the pioneer of British craft lager, is thrilled to announce the release of a new contemporary and vibrant design, breathing new life into their core range of quality craft beers.

After a standout year for Freedom Brewery (over 4.4million pints sold in 2023), this exciting development represents a significant step forward for the business. The new design will fuel the independent craft lager brewer’s ambition to take advantage of the fastest growing beer category in both the off- and on-trade, which is estimated to be worth £500m by 2025*.

Freedom Brewery’s new designs have been developed to be modern, vibrant and colourful, whilst still heroing the iconic 6-pointed Freedom star – a representation of quality, heritage and tradition.

The new can design will roll out across Freedom Brewery’s core range, as well as point of sale for the on-trade. The core range comprises; Freedom Craft Lager, Freedom Helles, Freedom Pils, and Freedom NZ Pale.

Matthew Willson, Managing Director at Freedom Brewery, said: “We have been the experts and pioneers of British craft lager since 1995, so we wanted a bold new design to reflect our position in the market. It feels very exciting to be rolling out a new brand identity which will support our growth and reflect the high quality, natural and sustainable craft beer we produce – no compromise, no shortcuts, no gimmicks.”

The new designs demonstrate a bold and confident move for Freedom Brewery, solidifying their position in the world of craft beers and rivalling the competition with a family of consistent, impactful and bold cans.

Founded in 1995, Freedom Brewery is renowned as the first purveyor of craft lager in the UK. The brewery utilises long, cold fermentation over 14 days, and long, slow maturation over a minimum of four weeks, to produce craft beer that is full bodied and flavoured, while also refreshingly crisp and drinkable. 

*CGA OPMS MAT data P12 2022 – Value based on category value in 2025 & current growth trajectory. Nielsen data to w/e 03/12/2022.

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