Fyne Ales – one of the UK’s most effective brands

By | Feb 22, 2011

Fyne Ales, a Scottish brewery on the banks of Loch Fyne in Argyllshire has been named as one of the UK’s most effective brands.

With just seven employees, Fyne Ales held off a host of well known names to win the Design Business Association’s GOLD award for design effectiveness.

The redesign packaging and labelling for its specialist beers was judged to be more effective than those designed for the likes of Guinness, Fairy Liquid and Cadbury’s Buttons.

Fyne Ales was started ten years ago by Jonny Delap and his wife Tuggy on the family dairy farm. On St Andrews Day 2001 the first batch of ale was brewed.  Fyne Ales Scottish beers are still made using water sourced from a burn above the brewery overlooking Glen Fyne and the head of Loch Fyne. Over the years, despite winning many quality awards Fyne Ales struggled to find high street sales outlets. Then, with a minimal budget of less  than £7,000 Fyne Ales commissioned Glasgow agency Good Creative to redesign the packaging and labelling. Since the redesign sales have more than doubled and the company has been awarded distribution deals with Oddbins. Waitrose and the beers are sold in Wetherspoons pubs.

Jamie Delap, son of the late Jonny Delap, is now chief executive of Fyne Ales. Quoted as saying “The rebrand is the most important thing we have ever done”, Jamie anticipates a further doubling of sales in the next 12 months and is negotiating export opportunities to Hong Kong and Sweden.


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