DB Draught is going equine with a revamp of its logo, labels, packaging and overall look.
The relaunch incorporates the brand's steadfast icons, Clydesdale horses, which are central to the design.
DB Draught brand manager, Hamish Yates says DB Draught is a staple beer within the mainstream beer market, but has been flying under the radar in recent times.
The overhaul is part of a revised direction and will bring it to the forefront of consumers' minds, he said.
"DB Draught is an iconic Kiwi beer brand with a loyal following especially among South Islanders who have adopted the brand as their own," he said.
“The horses represent strength, determination and hard work, traits South Islanders are renowned for. It’s an honour to be able to enhance their alignment with DB Draught and give the beer a look and feel that fits its 80-plus year history.
"The new refreshed look is the next chapter in the evolution of DB Draught, one that once again incorporates the Clydesdale horses but increases their presence creating an emotive and aspirational brand."
The rebrand isn't just for the retail market, as bars and restaurants will also sport the facelift design with new signage, tap decals, POS and glassware. The new livery has also been added to a truck and B-Train to give the beer a moving presence on deliveries in the South Island.
Meanwhile, DB delivered a wagonload of beer across Timaru yesterday the good old-fashioned way – by horse and cart – to mark 35 years of DB brewing in the town.
A team of Clydesdales pulled the load 6km from DB’s brewery in Washdyke to the Richard Pearse Tavern in the city centre.
Locals turned up to enjoy a complimentary glass at the pub, redeemed through a voucher in the paper.
DB Draught brand manager, Hamish Yates led the celebrations today and says he and his team couldn’t think of a better way to acknowledge the beer’s milestone by having the Clydesdales deliver a few free beers into Timaru.
Also included in the celebration was the revealing of new signage for Mainland Brewery, which is now to be known locally as DB Draught Brewery.