Joseph Holt brings a modern spin to Bitter
It has been made to the same recipe for 175 years. And now the Joseph Holt brewery is relaunching its classic bitter to reflect its growing popularity with younger drinkers.
Our Bitter has seen it all, through six generations of family – we have launched striking campaign to reflect how their classic Bitter has become Joseph Holt`s `newest vintage`
Themed with the brewery`s famous red branding, Joseph Holt, which was established in 1849, has produced a series of images which blend the retro and modern to eye-catching effect.
Said Mark Norbury: “Although we produce many award-winning ales, Joseph Holt was, if you like, built on our bitter. Much like the brewery`s proud Northern heritage, this is a beer full of character with light caramel and malty notes that develop into a solid base with punchy, earthy hops. As such it has become something of an icon amongst English beers. A deep clear amber with a full white head, it`s the quintessential image of both the company and of our Northern roots.”
“Now, as the brewery marks its 175th anniversary this year, we wanted to celebrate this milestone with a campaign which highlights how Joseph Holt Bitter has remained a steadfast favourite. Not least amongst a new generation of younger drinkers.”
Reflecting this ethos, the poster campaign includes an image of the hands of a pensioner wearing an Apple watch and a younger drinker sporting a vintage Casio time piece raising glasses of Bitter together. The accompanying caption – `some beers are just timeless` – reflects the bitter`s cross-generational appeal.
Another image, entitled `the beer one step ahead of the rest` features a stunning pair of cherry red vintage heeled boots propped up on a table next to a pint of bitter.
The full range of posters in the campaign will be featured in Joseph Holt`s 127 pubs, which are located in Greater Manchester and across the North West. Its beers are supplied to over 500 nationally.
Adds Mark Norbury “Our bitter is the ultimate modern classic. We do retro but it isn`t dated and our stunning new campaign really showcases this. Joseph Holt is so proud of its brewing heritage as well as the ongoing sense of community enjoyed by those who visit our pubs. All of which is reflected in the ales we brew and not least our bitter – our newest vintage.”
Read all about it in this MEN article.
