Drafting a recipe for success with a facelift for DB Draught

One of New Zealand’s iconic beers, DB Draught is set to turn-heads in the local beer market this summer with a brand re-launch.

The beer is the same great 4% DB Draught, but the brand is going through a big revamp which will include a new logo, new look, new labels and new packaging.

Legendary and award winning DB Draught will now stand even more proud in the beer category thanks to the innovative new logo which incorporates the brands steadfast icons, the Clydesdale horses which are central to the design.

DB Draught Brand Manager, Hamish Yates, believes the new look will ensure the brand continues to remain popular amongst heartland Kiwi blokes.

“DB Draught is an iconic Kiwi beer brand with a loyal following especially among South Islanders who have adopted the brand as their own. DB Draught is considered among the backbone of the New Zealand beer market and its famous for its hugely popular Clydesdale horses and their association with the brand. 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.”

DB Draught is a staple beer within the NZ mainstream beer market which has been flying under the radar in recent times. The brands new look is part of a revised direction for DB Draught which brings it to the front of minds of consumers and takes this iconic beer to where it deserves to be.

The revised DB Draught look will not only appear in the retail market, as bars and restaurants will also sport the ‘facelift design’ with new signage, tap decals, POS and glassware. The fresh new look livery has also been added to a truck and B-Train which will give the DB Draught brand a moving presence when delivering beer in the South Island.

The new-look DB Draught is available from supermarkets and specialist liquor stores nationwide in 12, 15 and 25 bottle packs. The RRP for a 12-pack of DB Draught bottles is $19.99.


RRP:

RRP of a dozen DB Draught bottles is $19.99

DB Draught Award highlights:

Monde Selection, Grand Gold – 1991, 1993
Monde Selection, Gold – 1989, 1990, 1992
Monde Selection, Silver – 1986, 1988
International Brewing Awards, 3rd Prize Class 1 – 1992
Brewing Industry International Awards, Class 1, Gold – 1994, 1996
Brewing Industry International Awards, Class 1, Silver – 1998
New Zealand Beer Cup, New Zealand Draught, Gold – 2002
Australian Beer and Brewing Awards, Silver – 1994, 1995
Australian Beer and Brewing Awards, Bronze – 1993

Background

It takes courage and determination to continue in the face of adversity – traits one of our country’s oldest brews has demonstrated countless times over more than eight decades.

Legendary beer DB Draught was first launched in 1930 by DB’s original brewer, W. Joseph Coutts at Waitemata Brewery in Auckland. At the time prohibitionists were praying on the brewery’s doorstep for its failure but Coutts clearly had contacts in high places as the brewery opened and DB Draught went onto become one of this country’s most awarded and brews.

DB Draught also survived the financial repercussions of the Wall Street Market crash; World War Two and more recently, the global economic crisis and declining beer consumption among Kiwis.

So what makes this 4% beer so special?

Its original success can most certainly be linked to the passion of its creator, W. Joseph Coutts. His vision back in 1930 was to create great beer and nothing was going to stop him. That commitment to DB Draught continues today through DB’s Timaru brewers. The Washdyke brewers are responsible for DB Draught’s current offering which remains loyal to the original recipe.

So just what does DB Draught taste like?

Kiwi beer writer Kerry Tyack describes the drop as “crystal-clear and copper-gold in colour with a floral and malt aroma with both sweet fruit and mild hop influences”.

In his 2002 hardback, “The Beer Book”, Tyack said DB Draught had full malt flavours that dominate when first sipped but which gave way to more ‘raisiny’ flavours on the middle palate.

“It has a generous mouth-feel that takes the residual sweetness on to the finish; An honest rendition of a Kiwi brown-beer style, popular with traditionalists, this beer will feel at home with no-nonsense fare such as meat pies, hearty steaks, roasts and casseroles.”

A decade on and DB Draught remains consistent to the last drop and a continual favourite with genuine Kiwis who enjoy nothing better than a refreshing brown beer with their mates at the end of a long working day. The only difference is of course the beer’s new look but the brewers at Timaru are sure W.Joseph Coutts would be chuffed that his original brew and vision of creating a great drop for the average Kiwi lives on today.

Brewery Backgrounder

DB Draught Brewery, formerly Mainland Brewery, opened on Sheffield Street, Washdyke, in 1977 – 35 years ago. Since then it has set numerous records for production efficiency and quality standards.
In 2011 the Timaru brewery underwent a $3.8 million upgrade, providing capacity for increased production and packaging requirements.

DB beers from the brewery are distributed throughout the South Island from Nelson to Bluff as well as exported to Australia.

The brewery is one of the largest employers in the Timaru District contributing significantly to the local economy. It currently employs 64 staff.

Tours are also offered daily at DB Draught Brewery. Bookings are through 03 687 4230.
DB Draught has been brewed at Washdyke since the brewery opened its doors in 1977. It is now firmly the home of this iconic South Island brew which the No.1 DB beer in South Canterbury – it constitutes 30% of take-home purchases and 38% of on premise beer consumption in the region.