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Thornbridge Brewery calls on Retailers to discover its craft beers in novel Variety Pack

Bespoke packaging experts at BoxMart have created a distinctive, new retail variety pack for award-winning independent craft brewer, Thornbridge Brewery.

The novel ‘Discovery’ pack, which is being trialed in over 400 Tesco stores nationwide, showcases eight of Thornbridge’s craft beers, enabling consumers to sample a range of the brewer’s offering at home.

BoxMart was tasked with designing a pack which offered strong on-shelf appeal, as Thornbridge looks to expand its in-store retail presence and capitalise on the growing consumer trend for craft beer.

Gary Whitmore, Sales Manager at BoxMart, said: “We have worked together closely with Thornbridge since 2014 and have a fantastic working relationship. We provide a completely tailored service for them, we turn their ideas into reality and share very similar innovative and passionate brand values for our product offerings.

“For the Discovery pack, we have created a robust presentation box with a premium gift feel. The pack closure is created with multiple layers to add extra strength, enhance the opening experience and improve branding opportunity without the need for extra material. The robustness of our design also allows the customer to carry the pack by the handle with confidence; a key point of difference against many craft beer competitors’ multipacks.”

BoxMart designed the litho-printed pack in microflute corrugated board, with a solid handle and eight windows to showcase each variety of beer contained. The pack incorporates internal dividers to ensure the bottles are not in direct contact with each other, minimising the risk of damage during transportation. In addition, a unique printed fitment not only adds further strength and branding opportunity, but prevents the bottles from twisting in the pack, ensuring they remain facing forward for guaranteed shelf presence.

Simon Webster, CEO at Thornbridge Brewery, said: “We are extremely pleased with the practical, yet premium, pack BoxMart has created for us. They have exceeded the brief by including a range of features that add value for both the retailer and consumer.

“We were also impressed by the speed at which BoxMart was able to respond to the brief and look forward to continuing our thriving, working relationship on future projects.”

Founded in 2005, Thornbridge Brewery has won over 350 awards and is considered by many to be the pioneers of the craft beer revolution. Thornbridge now distributes beer to more than 38 countries from its state-of-the-art brewery in Bakewell, Derbyshire.
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