Greene King has overhauled packaging on the Old Speckled Hen family in a bid to “target the next generation of discerning beer enthusiasts with a contemporary design”.

The facelift takes in Old Speckled Hen, Old Golden Hen, Old Hoppy Hen, Old Crafty Hen and all multipacks.

The brewer teamed up with design agency Ziggurat Brands with the aim of “bringing the story of the family to life with a more crafted look and feel, while maintaining its rich history and heritage”.

The new-look cans, bottles and multipacks will hit shelves just in time for Christmas, supported by a £2m multichannel marketing campaign.

Marketing director Dom South said: “With the Old Speckled Hen family going from strength to strength in the UK, the time has come to capitalise on its position in the British beer market and take it to a new generation of drinkers.

“This change will ensure that we retain the loyalty of consumers who have made Hen their number one ale while attracting younger beer enthusiasts with a refreshing contemporary design and clearer beer descriptions. It was important that we evolved to stay relevant in what has become an incredibly competitive marketplace.”

Old Speckled Hen and its off-shoot beers have now hit £53 million in the off-trade, having grown 19% in the past year (Nielsen, 52 weeks to September 13).

Nielsen revealed this is four times the growth of the total ale category and nine times that of total alcohol.